Kill Your Speed, Not Your Mates as TfL Tackles Boy Racers

M&C Saatchi has unveiled an integrated campaign for Transport for London targeting young male drivers and highlighting the very real possibility of crashing at speed on busy London roads.

The hard-hitting behaviour change campaign – running across cinema, VOD, and social media from 23 May – focuses on the dangers of driving too fast, which puts drivers and passengers at great risk of fatal or serious injury. This will be the first time in five years TfL has specifically targeted a young male audience, with a second burst of activity from September to November.

Directed by Thomas Thomas’ Kevin Thomas, the campaign aims to promote safety on London’s roads to young drivers. The ad is shot from the inside of a car full of young people as they drive around town on a typical day out. A voice over introduces us to each of the characters - 'the ladies’ man' and 'the liability'. The ad aims to shock audiences with a crash that comes suddenly out of the blue – and ends with the voice over introducing the final characters as 'the dead one' and 'the killer'.

Jungle’s Jim Griffin faced a number of challenges with the audio post production. First he was tasked with  cleaning up the location sound in order to make the boys’ dialogue clearly audible – difficult because the characters in the ad are all talking at once. He also made the background textures as believable as possible, highlighting the different engine notes, creating atmosphere and making the music sound like it is coming from the car stereo. Most importantly he worked hard to make the crash audio as surprising and jarring as possible, which was key to creating the shock factor.