Fast-forward at your peril

If there’s one thing that the proliferation of dashboard cams has shown us it’s that some very weird things happen on Russian roads. YouTube has become inundated with videos showing the general chaos that results in an estimated 200,000 deaths on Russian roads every year.      

As is the case in most countries, a major contributing factor to accidents is the high speed at which people drive in the country. So, in an effort to remind Russians to watch their speed, BBDO Moscow has produced a smart YouTube-based campaign for InTouch Insurance that only shows an accident happening when viewers fast-forward an otherwise boring ten-minute video of a car driving along the road.     

When viewers do fast-forward the video, the car is showing smashing head-on into a truck before the message ‘don’t rush’ appears on the screen.