2021 Winner
SilverRadio Single
Société de l'assurance automobile du Québec
"Slower"
lg2
"Slower"
lg2
Slower is safer, period. That’s the message behind a radio spot for the Société de l’assurance automobile du Québec, created by lg2. The announcement begins with the narrator speaking very quickly. “This morning near a school a car hit and
killed a young boy,” he says.
With every repetition, the producer requests a slower read. And each time, the severity of the events described by the narrator changes. The boy, initially killed by the driver, is now only “badly injured,” and then “slightly injured.” In the final, slowest take, the boy is spared all injury: “This morning... near a school... a car... honked at a young boy.”
killed a young boy,” he says.
With every repetition, the producer requests a slower read. And each time, the severity of the events described by the narrator changes. The boy, initially killed by the driver, is now only “badly injured,” and then “slightly injured.” In the final, slowest take, the boy is spared all injury: “This morning... near a school... a car... honked at a young boy.”
Credits
Patrice Letendre, Anne Marcoux - Clients - Société de l’assurance automobile du QuébecLuc Du Sault - Vice-President and Creative director - lg2
Nicolas Boisvert - Writer - lg2
Camille Gagnon, Luc Du Sault - Art Director - lg2
Alexandra Laverdière - Strategy - lg2
Alexandra Laverdière, Camille Savard - Account Manager - lg2
Isabelle Fonta - Agency Producer - lg2
Guillaume Houde - Sound and engineering - BLVD-MTL