Fatal fast forward

Russia – A new ad is showing why impatience could be a fatal error.

• YouTube ad raises awareness about reckless driving
• Many Russian drivers record their journeys using dashcams for insurance purposes

The spot, by BBDO Russia for insurance company Intouch, taps into YouTube behaviour to chilling effect. Raising awareness about the perils of impatience on the road, Intouch released a video entitled ‘Most Terrible Fatal Car Crash Ever’. Anyone craving the carnage promised would be disappointed to find footage of a car motoring along peacefully. Frustrated viewers who fast forward by moving their cursor along the timeline will see the crash unfold in the pop-up box where the ad is hosted. Skipping ahead causes the crash to happen, followed by the message ‘Don’t Rush’.

The Big Picture: Patience is a virtue. In an age of on-demand, all-access consumerism, brands who play patience games can delight and enlighten consumers. Just make sure it's worth the wait.