The one-minute video, titled “Mistakes”, shows two drivers in a disturbing ‘freeze-frame’ discussion, apologising for their respective errors of judgement.
The first driver fails to give way at a stop sign, believing there's “enough time” to cross the path of the approaching second vehicle.
The second driver then apologises for exceeding the 100km/h speed limit, knowing that the inevitable outcome will be a ‘T-bone’ collision, likely fatal.
The gut-wrenching moment is emphasised by the emotions evident on the faces of the two drivers, forced to return to their vehicles to play out the inevitable conclusion.
Although certainly one of the more powerful, this NZ commercial is by no means the first time speed and errors of judgment have been the focus of road safety advertisements.
Other states have used different approaches, including South Australia’s “Don’t drive like a...” road-side billboard campaign.
The ad was memorable for its clever “Do you have the ride attitude?” message at its conclusion.
Lately, the NSW government has used a humorous music video with its “Get Your Hand Off It” mobile phone campaign, which is currently airing on television.
Seems this latest effort from New Zealand might have hit the target.