Video: Embrace Life

Video: Embrace Life

Dec 13



Sussex Safer Roads

Original Link

Embrace Life is our award-winning seatbelt advocacy commercial, created by Writer/Director Daniel Cox and Producer Sarah Alexander (see Credits List for more information).

Since launch in January 2010, the advert quickly became a worldwide viral smash, gathering over 11.8million views on YouTube alone 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 so common to 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.

We have also received hundreds of requests for the advert to be screened around the world, with interest coming from non-governmental organisations, government bodies, local TV stations and driving organisations all keen to raise awareness.

Global support for the campaign has been high – especially through Twitter and Facebook, where one viewer was moved to create a group dedicated to getting the campaign on TV.

The campaign will continue to be used throughout Sussex at road safety interventions and events, and it is being included in products such as ROUTES to help the message spread yet further.


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