British road safety video receives international award

Nic Cackett

A British road safety video which cost just £47,000 to make has been heralded as one of the world's finest adverts by an international awards panel in New York.

The emotional ad, which was made for Sussex Road Safety Partnership, shows a mother and daughter forming a human seatbelt around a man as he mimes the impact of a serious car accident.

The Embrace Life video had already become a hit on YouTube, and beat off tough competition in the Digital and Interactive category to win a Gold World Medal at the New York Festival International Advertising Awards. The huge profit it is now expected to make through global licensing deals will be spent on road safety schemes in Sussex.

Click below to watch the tear-jerking video.