Marketforce Perth + The Penguin Empire produce dramatic TVC for SA Department of Transport
CB Exclusive – Marketforce, Perth has created a dramatic television commercial for the South Australian Department of Transport, Energy and Infrastructure, highlighting safety at rail crossings. It’s a similar project to WA’s Stay Off The Tracks campaign.
Six months in the making, the commercial highlights the power of trains and their potential for fatal consequences. It was directed by The Penguin Empire, Perth’s Grant Sputore, with sound and special effects handled locally as well.
SA Department of Transport, Energy & Infrastructure
Agency : Marketforce
Creative Directors : Pat Lennox and Ben Green
Creatives : Guy Howlett and Nathan Teoh
Agency Producer : Belinda Hawkins
Director : Grant Sputore
DOP : Andrew McLeod
Producer : Kelvin Munro
Production Co. : The Penguin Empire
Visual Effects : Last Pixel
Practical Effects : CDM:Studio
Sound Design : Soundbyte
Additional Post Production : The Office of John Cheese
Account Director : Phil De Dubois
Client : Cathryn Opie
20 Comments
Now thats an ad!
Looks nice, but he’s about to be hit by the train not ripped apart by it.. Result is the same i guess, but the analogy failed for me.
I really liked this. Kept me engaged and a nice pay off.
Shit load better than the Caulfield Cup rubbish.
Impressive!
So, if you get hit by a speeding train then that’s a bad thing. Right then. Good to know.
Nice work P&B!
This site needs a like button. Or at least some sort of upvoting and downvoting system like reddit. I really didn’t want to comment on this ad I just wanted to give it a thumbs up. In the meantime, I guess the lowercase letter b kind of looks like an upwards pointing thumb. If you’re left handed, use a d.
And if you don’t like something, just use a p.
Take Me’s comment above. It would have been a lot nicer if they’d simply said:
This ad: b
Caulfied Cup ad: p
Too easy.
b
b
Yup. b.
b
I liked this, looked awesome. Good work.
This is good. no debate here. good idea, perfect execution.
Yep, great ad. Very effective.
Shame neither the creative nor the production was offered to SA companies, though.
Fuck yeah
nice one pat and beans
Genius.
Love the direction.
Brilliant production.
Marry me el director.
Great spot!
This is what happens when someone actually preplans and directs instead of shooting a bunch of shots for an editor to sort out. Btw, where’s the editors credit? They’re more important than most people understand.
Great production but one technical issue…
The ‘Railcar’ featured at the end (a Class 3000 Diesel Electric Multiple Unit) doesn’t deliver “over 1000 horsepower” as stated but rather 475 horsepower. Regardless, this is irrelevant because it’s not the horsepower that is the issue but rather the force (Newton’s Second Law: F=ma). Therefore it’s the combination of mass and acceleration that will kill you.
Say for example you were hit by a NR Class locomotive which delivers a more impressive 4020hp. Now if that NR Class was doing less than 5km an hour (because all of its 4020 units of horsepower were being used to generate the torque required to pull a heavy train) then you’d be gently nudged out of its path with possibly a bruised knee from the fall.
Likewise, if you were mowed down by a speeding Volkswagen Beetle with only 34 horsepower, you’d be dead!
Actually it’s Newtonian Kinetic Energy that does the damage.
Ke = 0.5mv^2
Rooky mistake Gunzel.
PS. Rumor has it the producers pretty hot!
Yeah not a bad commercial. I’d be interested to see how effective this ad was – especially in comparison to “dumb ways to die”. Like Todd Sampson said on the Gruen Planet, if it doesn’t produce results, it’s not good advertising. I know “dumb ways to die” won the award and all, but it’d be hilarious if this ad was more effective in decreasing incidents involving trains.