DEATH CALLING by Global Ideas Birmingham for West Midlands Casualty Reduction Scheme

DEATH CALLING

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Industry Traffic safety
Media Radio
Market United Kingdom
Agency Global Ideas Birmingham
Creative Director Simon Forster
Released August 2010

Credits & Description

Category: Public Health & Safety, Public Awareness Messages
Advertiser: WEST MIDLANDS CASUALTY REDUCTION SCHEME
Product/Service: MOBILE PHONE USE FOR DRIVERS
Agency: GLOBAL IDEAS
Creative Director: Simon Forster
Scriptwriter: Jonathan Wood
Agency Producer: Katrona Jefferys
Account Manager: Emma Cox
Production Company: GLOBAL IDEAS, Birmingham, UNITED KINGDOM
Other Credits: Clients: Paul Farley/Lisa Newmarsh
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: GLOBAL IDEAS, Birmingham, UNITED KINGDOM

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
SFX: In car ambience; mobile phone rings and is answered MVO1: Hello? MVO2: Hello Michael. MVO1: Who’s this? MVO2: It’s Death, Michael. MVO1: Who? MVO2: Death... the Grim Reaper. MVO1: Yeah, ‘course it is. I think you’ve got the wrong number, mate. MVO2: No Michael, I’m here to speak to you. MVO1: How d’you know my name? MVO2: I know all about you Michael, but relax – I’m not here for you, I’m here for Amy. MVO1: Who’s Amy? MVO2: The young girl playing in the park with her new puppy. In about 15 seconds she’s going to run into the road, but because you’re on the phone you won’t react in time. The puppy’s fine, but Amy... MVO1: That’s not fair, I wouldn’t even be on the phone if you hadn’t called. MVO2: Fair? You can talk to Amy’s parents about ‘fair’. You had the choice, you picked up the phone, that’s when your choices... ran out. SFX: Loud thud; brakes creaking MVO1: No! ANN: It’s illegal to use your mobile phone when driving for a very simple reason: it causes accidents, it costs lives.

Brief Explanation
The aim of the commercial was to reduce the amount of people who use a mobile phone whilst driving. The commercial's scenario finds a man, Michael, driving his car and answering a phone call. On the other end of the telephone is 'Death' who informs Michael that, because he is distracted by using his mobile phone, he won't react to a young girl running into the road - his car will hit Amy, and she will be killed.