Embrace Life

10 February 2010, 09:19 | Updated: 10 February 2010, 10:28

Embrace Life has today smashed through 1 million views on the internet and offers to broadcast it on TV stations around the world are flooding in. As of 08.30 on Wednesday 10 February, the official number of views of Embrace Life is 1,059,624.

Daniel Cox, the Writer/Director of Embrace Life comments:

“When I first approached the team at Sussex with ideas for a new positive campaign it was obvious from the word go that we were all on the same page. With their unwavering support and after 10 months hard work it's wonderful to see Embrace Life being viewed by so many people and the positive message reaching around the world.”

The Sussex Safer Roads Partnership (SSRP) has been monitoring the spread of Embrace Life as the global community have united behind its powerful, yet subtle, message.  The seat belt campaign is currently being carried on at least 300 different websites, and has been viewed in at least 112 countries.

Sarah Alexander, Producer of Embrace Life comments:

“The response has been truly overwhelming. When Daniel first came to me with the idea I was touched by the human element, I’m thrilled that this seems to be impacting so deeply on other people as well and hope the ad stays with them and encourages them to do the right thing.”

The campaign has had international support from the likes of Adam Savage (TV’s Mythbusters), Ryan Seacrest (American Idol), Maurice Hamilton (The Observer F1 correspondent) and is being shown at the Ted.Com conference this week in front of Bill Gates and 1,400 of the world’s leading thinkers.

Neil Hopkins, Communications Manager for the SSRP, comments:

“The spread of Embrace Life has been completely unprecedented for the Partnership, and reaffirms our belief that motorists are ready for a change from shock-tactics advertising. Everyone who has worked on the project has been immensely humbled by the sheer volume of positive comments and support being shown to Embrace Life from every corner of the globe.”

The film was created without the use of CGI or ‘artificial’ special effects.  Although a number of people believe that the climax uses CGI, the entire process was filmed ‘in camera’ with a team of individuals working together to ensure that the effect was delivered.  

Filmed using a Phantom HD camera, Embrace Life was filmed at speeds of up to 1000 frames per second.  To put this into context, films are played back at the cinema at between 24 – 35 frames per second.  This high speed footage resulted in the dramatic, high definition, slow motion effects in Embrace Life.

“We are delighted with the international attention that Embrace Life is receiving,” concludes Neil Hopkins.

“We wanted to make a though-provoking advert to address a very real problem – that of individuals being killed or seriously injured on our roads through lack of seat belt use.

“If our work strikes a chord in drivers and passengers, and ensures that they always wear their seatbelts, I sincerely hope that we will see a very real reduction in casualties on our roads.”