Although the road toll has steadily declined in Victoria over the past couple decades, hundreds of people still die on our roads each year. As part of its “Towards Zero” initiative, TAC wanted to create a commercial that helped humanize this road toll number.

This commercial features an unscripted man-on-the-street-style interview with a real working class Victorian citizen. After the citizen is told that 249 people died on Victorian roads last year, he is asked what a more acceptable number would be. He responds with 70, but what he doesn’t know is that more than a hundred of his family members are waiting around a corner. Once he says 70, that exact number of family members emerge, showing him (and the audience) why zero is the only acceptable number.