RSA ‘View’

'Put yourself in their shoes’

The Road Safety Authority (RSA) launched its Vulnerable Road Users campaign in May of 2012 with this 50” TV advert . The ad highlights three near misses– a black clad gentlemen nearly run over by a car while strolling at night a country road, a driver carelessly weaving into the path of a cyclist she doesn’t see, and a fatigued man almost mowing down a pedestrian after breaking a red light. Uppercutting the face off expectation with a twist of spine tingling, eye crinkling genius, it soon becomes clear that the drivers and their potential victims are indeed one and the same person, reminding us to put ourselves ‘in the shoes’ of other road users.

Produced by Dominic Thomas and Directed by Seb Edwards for Academy Films, the spot was created by Cahterine Lennon and Dylan Cotter for Agency Irish International under Noel Byrne and completed post production here at Screen Scene, where the amiable and well groomed Allen Sillery added the finishing touches on Flame.