One of the best road safety film ever made

This six years old road safety ad cost peanuts to make and was shot in just two days… yet a British road safety advert is being hailed as one of the greatest ever. The slow-motion, 60-second ad shows what happens in a car accident, before his wife and daughter throw their arms around him like a seat-belt to save his life. Yet still so actual!

Touching peoples emotions is incredibly difficult and we were not sure how people would react
— Sarah Alexander

This seat belt ad is called Embrace Life and has become a global internet sensation, with six million YouTube hits in the first three months and almost 20 million today.

  • Writer/director Daniel Cox
  • Producer Sarah Alexander
  • Music by Siddhartha Barnhoorn