On farms all over Ireland, farmers are dying. The reason is that after spending decades on the farm, they just don't notice the dangers any more. 

This TV ad, created for the Health and Safety Authority, Ireland, explores how familiarity can prove fatal. Just as awareness of the smells and dirt on a farm slowly fades over the years, so too does awareness of the dangers – dangers that can cause death or serious injury in the blink of an eye.