DANIEL COX - Embrace Life - always wear your seat belt

Since launch in January 2010, the advert quickly became a worldwide viral smash, gathering over 11.8million views on YouTube in ten months.  Created to raise awareness of the importance of wearing a seatbelt, Embrace Life was deliberately developed to provide a counter-point to the hard-hitting 'shock and awe' advertising used in road safety.

The campaign has scooped a wide range of awards, including YouTube Ad of the Year, a Prince Michael International Road Safety Award, Gold World Medal, New York International Advertising Awards; a Bronze Lion at the Cannes International Advertising Awards; Highly Commended from the Chartered Institute of Highways and Transportation and the advert was also featured in the  Advertising Producers Award (APA) 2010 collection.

Writer/Director: Daniel Cox
Producer: Sarah Alexander
Executive Producer: Neil Hopkins

Cast
Father: Austin Spangler
Mother: Lara Corrochano
Daughter: Clare Denning

Music
Composer: Siddhartha Barnhoorn

AQUI: http://www.sussexsaferroads.gov.uk/