Rushes chosen as post-production specialists for shocking new anti-speeding campaign Title: Over,
Reinforcer The DOE have chosen Rushes to complete the post-production work on this hard-hitting and sobering commercial, in which the audience is shown the devastating effects that speeding can cause. As ‘Get Over You’ by The Undertones can be heard in the background, a young man is proudly polishing his car when a sexy young woman walks towards him, her image reflected in the bonnet. The boy and his girlfriend jump in the car and speed off for a romantic ride. She gazes at him longingly as he accelerates down a country lane with his hand on her knee. He recklessly overtakes another car and flies over a hump in the road, but they remain unfazed. It isn’t until the pair see a lorry coming in the other direction that they realize the danger that they are in, but it is too late. The camera freezes on their faces for a second in the moment before the car leaves the road. It then careers through a hedge and across a field prior to coming to a stop wrapped around a tree. A hearse is driven into a grey cemetery and the family stands behind the coffin, we can see that there is only one survivor. The beautiful young girl has died. The tag line reads: ‘Speeding. You can’t get over the carnage.’ In the second commercial, ‘Reinforcer’, we are reminded of the shocking statistics associated with speeding. As we again see the young man polishing his car the figures are reflected in the bonnet and a voiceover tells us that eight out of ten fatal crashes on local roads are caused by young men in the 17-24 age group. We are also reminded that speeding is the biggest single cause of death on British roads and young men are therefore the single biggest killers. What appear to be droplets of rain falling are revealed to be drops of blood, and however hard he polishes the young man cannot remove them. When he wakes we realise that the youngster has been experiencing a nightmare. Once again, the tag line reads, ‘Speeding. You can’t get over the carnage.’ Rushes Inferno artist Claire Pollock explained; “3 cars were used in the crash scene so the continuity on details like the headlights had to be perfected in each shot. Extra blurred and enlarged trees were also added through the side windows to give the illusion of speed and height as the car went up the ramp. Where the car flies through the air, the ramp used had to be removed. We had to add extra debris and flying parts to the crash scene and remove cables used to guide and drag the car into the tree. Skid marks on the grass from previous takes also had to be removed.” "In 'Reinforcer' extra blood was added to the actor's face and shirt and in both commercials we had to add reflections of the girl onto the bonnet of the car as well as the statistic numbers." |
