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Department for Transport

Abbott Mead Vickers (AMV) BBDO, London

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Yet another dead (or half-dead) kid in this shocker from Great Britain brought to us for the sake of road safety. A sweet little girl who’s been hit by a car lies with her head against a tree. Her voice pipes up from the beyond: “If you hit me at 40 miles an hour, there’s an 80% chance that I will die.” Suddenly, the ghostly child, who has blood dripping out of her ear, comes to life again and mysteriously slides away from the curb to the middle of the road. Her cheeks lose their deathly pallor and she raises her head. “Hit me at 30 and there’s around an 80% chance I’ll live.” Pay-off: “It’s 30 for a reason.”

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Yet another dead (or half-dead) kid in this shocker from Great Britain brought to us for the sake of road safety. A sweet little girl who’s been hit by a car lies with her head against a tree. Her voice pipes up from the beyond: “If you hit me at 40 miles an hour, there’s an 80% chance that I will die.” Suddenly, the ghostly child, who has blood dripping out of her ear, comes to life again and mysteriously slides away from the curb to the middle of the road. Her cheeks lose their deathly pallor and she raises her head. “Hit me at 30 and there’s around an 80% chance I’ll live.” Pay-off: “It’s 30 for a reason.”

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