A South African ad campaign, 'The First Kiss', showing four Cape Town teens who are involved in a tragic car crash has been criticised for being 'too graphic'.
The video, launched by Western Cape Department of Public Transport and Work, comes at a time when South Africa faces imminent road carnage that usually takes place around holiday season.
Watch the video below:
[WARNING] Not for sensitive or young viewers
See the reaction below:Buckle Up
What are your thoughts?
SA far too complex for 'one size fits all' ad - ad guru
Having received a huge response to this ad, Xolani Gwala spoke to Advertising expert, Jonathan Cherry about whether shock adverts can make an impact.
I think it's window-dressing. The problem is far more complex. There's got to be a continuous campaign that gets people in the mindset that roads are a dangerous place.— Jonathan Cherry, Head of Cherry Flava
It's the start of a discussion but there has to be follow-through, a real campaign where you understand who you're talking to. Put money behind it. It can't just be these ad campaigns that then go on to win awards for ad agencies who produce them.— Jonathan Cherry, Head of Cherry Flava
Listen to the conversation below:
This article first appeared on 702 : Mixed response to graphic 'Buckle Up' road safety ad