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Can you beat your best?

Can you beat your best?

When the Sussex Safer Partnership ad “Embrace Life” won YouTube’s 2010 Ad of the Year, you knew they would have their hands full with following up with something as equally emotional and as beautifully constructed for the next campaign.

With a new year comes a new spot. This time it follows a boy constructing a make-believe motorcycle out of his bicycle to be just like his Pa who ends up returning home safely on his bike. Besides being another visual masterpiece, it continues with the previous spot’s positioning of using emotion and imagination instead of scenes of gore and mayhem (staples of seemingly all road safety spots.)

Is it a spot that can top its predecessor (currently at 13.5M+ views, and award fame)?

Can it, or should it, be compared to the original at all?

Here are the spots:

Stay a Hero (2011) – View here.

Embrace Life (2010) – View here.

2 Comments

  • dougbrowncreative on May 25, 2011 Reply

    Other than the closing shot, the sophomore effort doesn’t nearly grab me like the first. Big shoes to fill. That first spot is just about my favourite TV commercial ever. Even the music on this one got too heavy handed. I just knew where the spot was going at every stage. Hm.

  • Reg on May 25, 2011 Reply

    Exquisite spots both, on all levels. Different and unique each, as well, which I think is good. Will the second top its predecessor? Perhaps, perhaps not. But for me it continues to deliver the emotional punch-to-the-gut to be a responsible citizen of the road, so I think it’s successful, regardless of the number of views it garners. The fact that the first went viral/global from a regional British PSA is testament to the universality of the message, and I think this follow-up message delivers (though perhaps more niche in its target).

    Next spot? Who’s got the right idea and way to deliver on getting mobile devices out of people’s hands while driving? I think they could deliver an equally poignant message there, with some good thought and strategy invested. After all, even though it’s outlawed in BC for over a year, I continually see people openly ignoring the law, putting themselves, their passengers, and others on (and off!) the road, in danger as well. Would LOVE to see a message that resonates enough to get people to stop — or at LEAST get hands-free enabled.

    Thanks for sharing these works of art — and social marketing.

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