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28 October 2020

Driving dumber.

by Syd Briscoe


Road Safety (Scotland): “Sheep” - 30s

Road Safety Scotland's gran-forward campaign takes a poetic step up in this latest instalment. Rather than popping in to prevent an accident, this grandmother appears after her wayward relative has already totalled his vehicle by not taking the particular dangers of country roads seriously.

The hapless lad is soon slapped by trees, beset by unexpected bikes, and thoroughly told off by a passing sheep. Lovely design work on the judgemental wildlife, in particular, helps the film walk the line between comedic safety reminder and serious PSA.

While some drivers may shrug off more intense scare tactics through their own hubris, this campaign argues that driving like an arse deserves mockery regardless of who you are. An elderly woman delivering scathing rhymes about your idiocy would be the least of your worries... so best drive safely in the first place, eh?


Creative Agency: The Leith Agency Ⓦ
Senior Creative: Jim Swan
Creative: Sam Muir
Group Acc Director: Gillian Howell
Senior Acc Handler: Gordon Barclay
Account Manager: Christie Warren
Agency Producer: Emma Hamilton
Film Production: Greenroom Films Ⓟ Ⓦ
Director: Richard Pengelley
Production M'ger: Katie Welsh
Production Co-ord: Andrew Compston
Executive Producer: Lucy Ball
1st AD: Rory Stewart
Cinematographer: Jamie Cairney
Editor: Lee Archer
Colourist: Simone Grattarola @ Time Based Arts Ⓟ Ⓦ

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