The ad tells a story about a group of friends who have had a car accident. Those who didn’t wear seat belts lost their lives; however, the one with the seat belt on is in shock, but still very much alive. There was no dialogue and no narrator but the images tell the whole story. With perfectly fitting music that grabs at your soul, the tone of the ad is very solemn. The side focus of the ad is the souls leaving the bodies; however, at one point there is a close-up of the seat belt that’s holding the soul captive in order to keep the person alive. The natural setting sets the mood of the ad, it makes it very realistic. The last screen shot displays the words “Heaven can wait. Belt up”. These words clearly send the message to all the viewers to buckle up when they’re in a car. This is very well backed up with the clip shown previously. The target audience are, in general, all car-drivers and passengers, especially the young and the reckless. The purpose of the ad is to warn the target audience of the consequences of not wearing a seat belt. The message, which has been conveyed loud and clear, urges us to act upon our bad habit of being lazy with the seat belt.
Jonny Dion, Jean-Philippe Borduas, Victoria Tong
http://youtube.com/watch?v=CL5OqZaeEQA
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