The challenge in Sound for this spot was to enhance the normality of the family in the car to create a relationship between the viewer and the family where we bond with them and their story and therefore are emotionally challenged when the crash occurs.

The underlying car engine note highlights the fact that the husband is only speeding by a small amount and the fact that he easily drops down to the speed limit when he perceives he may be caught speeding.

The final fury of the crash assaults our senses and destroys the connection the viewer has built with the family as we are left with the relative silence of the aftermath, broken by the plaintive cries of the small injured child. In this space we are left to ponder the futility of only speeding by a few kms per hour.