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Scottish Government “Seatbelts” 2022

Scottish Government “Seatbelts” (2022) is a Scottish Government commercial for The Leith Agency. It won one award: Clio 2022 Bronze — Film / 31 seconds to 60 seconds.

This ad uses crash test dummies to represent a family, showing the devastating impact of not wearing a seatbelt in a car crash.

Video: The Leith on Vimeo

Shot by shot

  1. A crash test dummy in a silver car is shown in a dark crash test facility, then the scene transitions to a crash test dummy holding a baby dummy in a living room.© Scottish Government0:00
  2. A crash test dummy's head is out of focus in the foreground, while a bedroom with clothes laid out on a bed is in focus in the background.© Scottish Government0:12
  3. A crash test dummy in a suit sits at a vanity table, looking at its reflection in a mirror in a dark, industrial room.© Scottish Government0:15
  4. A crash test dummy in a dark suit holds its head in its hand, looking distressed, in a dark, industrial setting.© Scottish Government0:17
  5. A crash test dummy, dressed in a hoodie and jeans, sits dejectedly on the floor of a dark, messy room, surrounded by scattered debris.© Scottish Government0:22
  6. A framed black and white photo of three people lies shattered on a dark rug, next to a person's legs, as the camera pulls back to reveal three crash test dummies at a table.© Scottish Government0:24
  7. Three crash test dummies sit at a table in a dark, industrial setting, with one dummy resting its head in its hand.© Scottish Government0:29
  8. Three crash test dummies, two adults and one child, sit around a table in a dark room, with text appearing on screen.© Scottish Government0:32

Stills © Scottish Government. Made by The Leith Agency.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Crash test dummies as a family, showing the emotional aftermath of a crash.

Tagline: “It's not just you who gets hurt. Wear a seatbelt.”

personification of inanimate objectsdramatic ironybefore and afteremotional appealsymbolic representation

The cut

Length
40 s
Shots
9
Average shot
4.4 s

What creatives use Scottish Government “Seatbelts” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Scottish Government “Seatbelts”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A crash test dummy in a silver car is shown in a dark crash test facility, then the scene transitions to a crash test dummy holding a baby dummy in a living room.© Scottish GovernmentA crash test dummy's head is out of focus in the foreground, while a bedroom with clothes laid out on a bed is in focus in the background.© Scottish GovernmentA crash test dummy in a suit sits at a vanity table, looking at its reflection in a mirror in a dark, industrial room.© Scottish GovernmentA crash test dummy in a dark suit holds its head in its hand, looking distressed, in a dark, industrial setting.© Scottish Government
    Frames from Scottish Government “Seatbelts”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Scottish Government “Seatbelts” in order, with its length, framing and what happens in it.

    A crash test dummy in a silver car is shown in a dark crash test facility, then the scene transitions to a crash test dummy holding a baby dummy in a living room.© Scottish GovernmentA crash test dummy's head is out of focus in the foreground, while a bedroom with clothes laid out on a bed is in focus in the background.© Scottish GovernmentA crash test dummy in a suit sits at a vanity table, looking at its reflection in a mirror in a dark, industrial room.© Scottish GovernmentA crash test dummy in a dark suit holds its head in its hand, looking distressed, in a dark, industrial setting.© Scottish GovernmentA crash test dummy, dressed in a hoodie and jeans, sits dejectedly on the floor of a dark, messy room, surrounded by scattered debris.© Scottish GovernmentA framed black and white photo of three people lies shattered on a dark rug, next to a person's legs, as the camera pulls back to reveal three crash test dummies at a table.© Scottish Government
    Length: 40 s · Shots: 9 · Average shot: 4.4 s

  3. 03Ad ideas: every spot built on a personification of inanimate objects

    Before you present an idea, you need to know who has done it, and how.

    Scottish Government “Seatbelts” is built on a personification of inanimate objects. Search the library by idea to see every spot that uses it.

    John Lewis “The Journey”© John LewisDurex “The Breakup”© DurexEU Marie Curie Actions “Chemical Party”© EU Marie Curie Actionsnabs “This Job Can Break You”© nabs
    John Lewis · Durex · EU Marie Curie Actions · nabs

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Award-winning public service & ngo commercials

Questions

Which agency made Scottish Government “Seatbelts”?

The Leith Agency created it for Scottish Government (2022).

What awards did Scottish Government “Seatbelts” win?

1 awards, including Clio 2022 Bronze — Film / 31 seconds to 60 seconds.

What is the tagline of Scottish Government “Seatbelts”?

“It's not just you who gets hurt. Wear a seatbelt.”

Sources for the credits and awards

clios.com