Embrace Life

Several days ago, one of my co-workers sent out a link to a video entitled “Embrace Life”, a commercial promoting seat belt use. Apparently The Sussex Safer Roads Partnership decided that it was time for a seat belt awareness campaign that didn’t use the shock and awe approach. Sussex must be a lot like where I grew up, because the only seat belt awareness messages I’ve seen involve threat of punishment… and punishment by way of fine, personal injury, or death.

The video immediately arrested my attention,  a feat nearly impossible when I am two cups deep into a pot of coffee, and juggling multiple tasks. But by the time the father’s expression changed to concern, I was reacting emotionally to this thing… in my cubicle, of all places. How embarrassing.

I thought to myself, “Don’t blink. Just finish the video, collect yourself, and get back to life as usual. And in the event of a total emo-meltdown, there is Kleenex nearby.”

But I could not go back to life as usual. For some reason I found myself thinking about it the following morning while brushing my teeth. I couldn’t stop thinking about how quickly that video got inside my head. Why did it have such power over me? Was it luck, or was there a formula to charging something that fully with emotion? And how could I bring that same level of emotion to my own creations?

As it turns out, it was no accident. On the production company’s website there is a “Making Of” page, where I learned the method behind this masterpiece.

“I wanted to create a visual metaphor addressing how a single decision in a person’s day can greatly influence both their own and their loved ones’ lives. Choosing to film the story inside the family living room represents the feelings many people equate with their own car, in that it represents a level of safety and protection from the ‘outer’ world.”

This was true for me. Instantly I was thinking about my own family and friends… the people I owe my personal safety to the most.

“So to create the emotion of this dramatic moment, I wanted to tell the story using slow motion to allow the audience the time to be drawn into the film’s world and to let them connect with and project their own feelings onto the scenario playing out before them. I wanted to give the audience the time to breathe, to absorb our message and using slow motion was the right technique to allow this to happen.”

Ahhh so that’s how I got so absorbed. It takes a lot to yank us out of the hypnosis of our routines, but I was completely halted in the first 15 seconds.

“I wanted to keep the audience in the moment and so we kept the film’s look to be subtle and natural, complimenting Luke’s onset lighting.”

Although I didn’t notice it at the time, that may have contributed to my initial impression… that the piece seemed to have no wasted energy. No wasted pixels or motions. Every component has purpose.

“Embrace Life’s music … started with Daniel giving examples of the music he felt best optimised the emotion and tone of Embrace Life and from these guide tracks Sid worked his magic until the right blend was achieved.”

There is a moment of tension when the piano changes key at the 50-second mark… and then there is the impact… and the glitter in the bowl showers down around them like pieces of safety-glass or the fragments of one’s fragile life.

The moral of this story is obviously “fasten your seat belt”… but for us creative types, a secondary message exists: Slow down… eliminate clutter… take the high road to emotional impact and really ENGAGE your viewer. Respect your audience. Don’t threaten them… create imagery that they will WANT to remember and maybe even share… and if you can make them want to call their families after your presentation, well then everybody wins.

Read the full “Making of” page: http://www.alexandercommercials.co.uk/Makingof.html

Alexander Commercials: http://www.alexandercommercials.co.uk/index.html

The Sussex Safer Roads Partnership http://www.sussexsaferroads.gov.uk

Topic: Delivery, Design, Diary, Message, Video
Tags: embrace life, emotion, engage, memorable

• COMMENTS (4)

• SUBMIT A COMMENT

NAME (required)	COMMENT
MAIL (required, but will not be published)
WEBSITE

• Previous: What Does It Mean to Resonate?
• Next: Nancy Duarte interviews author Alex Osterwalder