4 May 2017
Director Lourens Van Rensburg from 7Films has produced a new commercial for Safely Home, the Western Cape Government’s (WCG) road safety campaign platform, to create awareness about the dangers of drunk driving. The ad launched before the Easter holidays.
The Western Cape region is known for being home to some of the most notoriously violent gangs in the world, but statistically residents are three times more likely to die in a car crash than being fatally wounded in a shooting. ‘Everybody Knows’ consequently features four gangster characters to highlight the risks of driving under the influence.
“The fact that even these hardcore gangsters, who are clearly on their way to do some nasty, life threatening business won’t drive because they’ve been drinking, makes the point in a very unique and memorable way,” says Graham Lang, Chief Creative Officer of Y&R South Africa and Africa. “When even gangsters know better than to drink and drive, it stresses just how real the consequences are on the roads in the Western Cape – like being caught with the dreaded Drager breathalyser, or being killed in a crash. The script was written by Y&R Cape Town last year and went through a robust research process – so it’s great to see it come to life this year. Thanks must go to 7Films for their passion and talent. We also appreciate the collaborative nature of FCB Cape Town, the incumbent WCG agency,” Lang adds.
According to Hector Eliott, Strategic Co-ordinator for Safely Home in the Western Cape Department of Transport, the humorous tone of the ad by no means dilutes the weightiness of the subject. “Even as it explores new creative ground through humour, ‘Everybody Knows’ has maintained the coherence of our campaign by retaining the explosive grittiness of our first two ads, ‘The First Kiss’, and ‘Ubuthakathi’. With road deaths down 9% so far this year, there is no doubt that Safely Home is getting the Western Cape to think again about road safety,” he concludes.
Graham Lang: Chief Creative Officer
Gareth Cohen: Creative Director
Nkanyezi Masango: Creative Director
Agency Producer: Cherryl Kidd
Client Service Director: Vicki Jarrold