‘Travel Like You Know Them’ with Bullion Productions Latest Spot for Department for Transport

A new spot for the UK's Department for Transport urges us to treat everyone on the road as if we know them, to encourage kindness and prevent road rage.

While the campaign carries an earnest message, the light-hearted comedy of Bullion director Ben Murray provides a cheerful and amusing delivery.

Ben commented that he was able to flesh out the characters “by showing a snippet of an unexpected home life.” He added that this achieved two things- “it made more sense of the ‘travel like you know them’ slogan, while also creating more opportunity for humour.”

The ad is heightened by the VO supplied by actress Diane Morgan (After Life) who tells us to treat road users as if they were our mates.

“Comic timing was a big thing," said Ben. "The hard cut to a frazzled dad looking catatonic, for example. That stark reality of being a tired parent that you don’t see very often in advertising, felt funny to me. So, I really leant into this; bags under the eyes, 1000 yard stare, oven up in flames and kids screaming (if you know you know).”