Eye Spy: Office of Road Safety
The CBWA Blog’s look at localwork that is notable for whatever reason – good, bad, brand new,long-running, campaigns or one-offs.
I heard this ORS Speed radio ad around lunchtime last Friday, when a fortuitous series of circumstances made it resonate even more than it might normally.
If you recall, the town was absolutely abuzz with the prospect of the Dockers-Collingwood top of the table clash at Subiaco. The 96fm announcer mentioned it in one of his ‘between sets’ bits. And then this spot played.
I was quickly drawn in to the guy’s admissions of what he already knewabout speeding and was wondering what the ‘pay-off’ was going to be.And then it came:
“…To tell the truth I’m prepared to put their lives at risk so I can get home in time for the footy…”
As far as radio goes, it was just about perfect placement.
The ad’s nicely written and the talent is pretty good too. Couldpossibly have backed it off a bit but I reckon the script is strongenough to survive that hint of over-acting. And it’s an ad after-all,so no one’s going to be fooled into thinking it’s an actual admission,no matter how good the delivery.
It reminded me of a television commercial the ORS did for drink drivinga few years ago, where a guy tells his mate he’s going to have too muchto drink, try to drive home, kill someone and ruin his life as aresult. Now don’t get excited – I’m not saying it’s a rip-off, justthat the ‘admission’ treatment is similar, and works well in both cases(Incidentally, that TVC was withdrawn by a spineless minister aftercomplaints from the AHA because it was set in a pub!).
More broadly, this radio ad indicates a certain degree of bewilderment,perhaps even exasperation on the part of the ORS. It acknowledges thatby now, after years and years of campaigning, most people are aware ofthe risks in speeding but still choose to do it.
I think the ORS has got a helluva job here. Speed is the ultimatepursuit of our society. We want our computers to work faster, pay offour mortgages sooner, ‘nutritious family meals ready in minutes’, makea million before we’re thirty, retire earlier etc etc. Against thismania for speed the ORS is telling us to slow down. Good luck!
Creative 3/5. Media placement 5/5!
Martin Trevaskis