Over the years, we’ve seen plenty of public safety announcements that tackle the issue of buckling up behind the wheel. Most rely on fear to convey their message – be it fear of a police citation (“Click it or ticket”) or the menace of graphic violence, dismemberment and death.

This slow-motion spot from the Sussex Safer Roads Partnership, however, takes a different tack without sacrificing its effectiveness or drama, all while adding an unexpected element of artistry and grace to go along with the obligatory heartstring-tugging. (And before you ask, yes, it most certainly reminds us of acertain incredible Radiohead music video).

[Source: Sussex Safer Roads Partnership via YouTube]

source : autoblog