ROAD SAFETY MESSAGE: RACE

	Download original version (size: 1.1 MB; duration: 00:30) Download English version (size: 1.3 MB; duration: 00:34)
Released:	April 2008
Advertiser:	SAMSUNG PORTUGAL
Brand name:	ROAD SAFETY MESSAGE
Agency:	LEO BURNETT LISBOA
Country:	Portugal
Category:	Public health & safety

Credits:

Advertising Agency: LEO BURNETT LISBOA, PORTUGAL, Lisbon
Executive Creative Director: Chacho Puebla/ Joao Roque
Creative Director: Chacho Puebla/ Joao Roque
Scriptwriter: Erick Rosa/ Andre Pexioto


Script in English
SFX: Formula one race

MVO1: Beautiful mate, beautiful. Careful, next turn, yellow flag, there’s oil on the circuit. Pay attention to turn 14, there’s been a collision between 2 cars...

SFX: Cell phone ringing

MVO2: Hold on, hold on, I got a phone call here.

SFX: Phone is answered

MVO2: Hey honey bunny, how are you? No...I can talk, tell me, tell me, what are you doing? OK. Of course I love you...

SFX: Tyres screeching and braking, followed by a crash

ANN: If professional drivers don't do it, why would you? A message from Samsung mobile with bluetooth technology.
If you must talk and drive, you should never take your hands off the wheel.
Script in Orginal Language
SFX: Som de fundo como o de uma prova de Fórmula 1

MVO1: Perfeito companheiro. Cuidado, próxima curva, bandeira amarela, temos óleo na pista. Atenção que na curva 14 houve um acidente com 2 carros...

SFX: Telemóvel a tocar.

MVO2: Espera aí, espera aí que tenho aqui uma chamada.

SFX: Som da tecla que atende a chamada

MVO2: Tou? Oh amor, bebé então?! Não, posso falar, diz diz diz o que é que estás a fazer? Claro que eu te amo...estou cheio de saudades tuas...

SFX: Pneus a chiar e a travar seguido de um aparatoso acidente.

ANN: Se os profissionais não o fazem, porque é que você há-de fazer? Uma mensagem da Samsung. Com tecnologia Bluetooth.
Pense antes de conduzir e falar ao telemóvel.
Brief Explanation
How do we reach our target audience at the very moment they are eager to drive and use their cell phones? The radio is the perfect fit. It targets drivers during rush hour with a strong message: if professional drivers don't do it, why would you?
This insight allows us to touch on this subject in a very unexpected way. By bringing consumers into a professional driver's universe, we let them understand the dangers of talking and driving from the perspective of those who are known to be the best behind the wheel.