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Shanghai General Motors “Human Traffic Signs” 2014

Shanghai General Motors “Human Traffic Signs” (2014) is a Shanghai General Motors commercial directed by Eun Taek Cha for Lowe, produced by LOCUS. It won 5 awards, including Cannes Lions 2014 Film Bronze, Spikes Asia 2014 Gold Film Public Service Messages and Charities and Epica 2014 Bronze Public Interest.

This ad features people with disabilities holding up traffic signs, emphasizing that signs are there for a reason.

Video: LOCUS on Vimeo

Shot by shot

  1. A wide shot of a highway with streetlights and a hazy, overcast sky, as a car drives forward.© Shanghai General Motors0:00
  2. A low-angle shot of a traffic light and three circular traffic signs with Chinese characters, against a cloudy sky and buildings in the background.© Shanghai General Motors0:05
  3. A busy street in an old city, with many signs and wires, and people walking below, under a grey sky.© Shanghai General Motors0:09
  4. A man in a wheelchair, missing both legs, holds up a "no U-turn" sign on a street in front of a small shop.© Shanghai General Motors0:20
  5. A young woman with a prosthetic leg holds up a stop sign on a busy city street, as a man on a scooter passes by.© Shanghai General Motors0:28
  6. A man on crutches holds a "no pedestrian" sign as a train approaches and passes him on a rural railway track.© Shanghai General Motors0:35
  7. A middle-aged Asian woman with short dark hair, wearing a dark jacket and light-colored shirt, holds a dark sign above her head, looking directly at the camera in a medium shot.© Shanghai General Motors0:46
  8. Two men stand on a sidewalk, one holding a "no trucks" sign above his head, the other holding a framed photo, on a city street.© Shanghai General Motors0:57
  9. Two young people, a male and a female, stand on a concrete overpass, holding up a traffic sign and a framed photo, looking serious.© Shanghai General Motors1:02
  10. A young Asian woman in a grey t-shirt holds a red traffic sign above her head, looking seriously at the camera on a highway overpass.© Shanghai General Motors1:09
  11. A young woman with a serious expression holds a red and white stop sign above her head, standing in the middle of a busy street with traffic and buildings in the background.© Shanghai General Motors1:14
  12. Two men walk down a city street, one holding a framed photo and the other a "no smoking" sign, as smoke billows from his mouth.© Shanghai General Motors1:17

Stills © Shanghai General Motors. Made by Lowe, LOCUS and Eun Taek Cha.

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

The idea

People with disabilities embody traffic signs, highlighting their importance.

Tagline: “SIGNS ARE THERE FOR A REASON”

people with disabilitiestraffic signsurban settingslow motionserious tonesymbolic imagery

The cut

Length
84 s
Shots
30
Average shot
2.8 s

What creatives use Shanghai General Motors “Human Traffic Signs” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Shanghai General Motors “Human Traffic Signs”? 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 wide shot of a highway with streetlights and a hazy, overcast sky, as a car drives forward.© Shanghai General MotorsA low-angle shot of a traffic light and three circular traffic signs with Chinese characters, against a cloudy sky and buildings in the background.© Shanghai General MotorsA busy street in an old city, with many signs and wires, and people walking below, under a grey sky.© Shanghai General MotorsA man in a wheelchair, missing both legs, holds up a "no U-turn" sign on a street in front of a small shop.© Shanghai General Motors
    Frames from Shanghai General Motors “Human Traffic Signs”

  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 Shanghai General Motors “Human Traffic Signs” in order, with its length, framing and what happens in it.

    A wide shot of a highway with streetlights and a hazy, overcast sky, as a car drives forward.© Shanghai General MotorsA low-angle shot of a traffic light and three circular traffic signs with Chinese characters, against a cloudy sky and buildings in the background.© Shanghai General MotorsA busy street in an old city, with many signs and wires, and people walking below, under a grey sky.© Shanghai General MotorsA man in a wheelchair, missing both legs, holds up a "no U-turn" sign on a street in front of a small shop.© Shanghai General MotorsA young woman with a prosthetic leg holds up a stop sign on a busy city street, as a man on a scooter passes by.© Shanghai General MotorsA man on crutches holds a "no pedestrian" sign as a train approaches and passes him on a rural railway track.© Shanghai General Motors
    Length: 84 s · Shots: 30 · Average shot: 2.8 s

  3. 03Ad ideas: every spot built on a urban setting

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

    Shanghai General Motors “Human Traffic Signs” is built on a urban setting. Search the library by idea to see every spot that uses it.

    People Like Us “Name the Bias”© People Like UsNike “Kids Of Immigrants: Nike Air Max SNDR - Don't forget to call home”© NikeCalvin Klein “Jeremy Allen White”© Calvin KleinCrown Royal “It's a New World of Cocktails”© Crown Royal
    People Like Us · Nike · Calvin Klein · Crown Royal

More commercials by Eun Taek Cha

  • Buick "Human Traffic Sign" (2015) commercial still© BuickBuick “Human Traffic Sign” 2015Dir. Eun Taek Cha · LOWE CHINAAdFest Gold 2015

More from Lowe

Award-winning public service & ngo commercials

Questions

Who directed the Shanghai General Motors “Human Traffic Signs” commercial?

Eun Taek Cha directed it, produced by LOCUS, for the agency Lowe.

Which agency made Shanghai General Motors “Human Traffic Signs”?

Lowe created it for Shanghai General Motors (2014).

What awards did Shanghai General Motors “Human Traffic Signs” win?

5 awards, including Cannes Lions 2014 Film Bronze, Spikes Asia 2014 Gold Film Public Service Messages and Charities, Spikes Asia 2014 Silver Film Craft and Spikes Asia 2014 Silver Film Internet Film.

What is the tagline of Shanghai General Motors “Human Traffic Signs”?

“SIGNS ARE THERE FOR A REASON”

Sources for the credits and awards

The WorkThe Workwinners.epica-awards.comweb.archive.orgweb.archive.orgweb.archive.orgweb.archive.org