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One million Embraces…

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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 10months 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.

There is also international interest in licensing the product to air on national/state TV channels. As of Wednesday 10 February, requests have been received from four states in the USA; Brazil; Ontario, Canada; and France.

Furthermore, the Embrace Life team are also dealing with a number of businesses worldwide who would like to embed the YouTube video in their own websites and promote it throughout their companies, states and clients.

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.”

Comments on Twitter, YouTube and sent directly to the SSRP via email include:

This: Is one of the loveliest PSAs I've ever seen.
Adam Savage (Mythbusters) - Twitter

Take 1m 29 seconds out of your day to watch this...
MauriceHamilton – Twitter public service announcement at its best
uzhin – Twitter

Think of your family - wear a seatbelt - watch this info vid - then Please, please, please RT - it will save lives
Lesfloyd – Twitter

Awesome video. Nice, thrilling and with no disturbing images. I found this video more compelling that other hard-image advertisements... [sic]
Jose Rodriguez – Facebook

I was crying by the end. Stunning and emotionally wrenching. Everybody should see this and think before they drive.
Annemarie Dickey – Facebook

I put my seatbelt on today because of this video... couldn’t get it out of my head.
Mythreenme – YouTube

I'm in advertising - have been for about 15 years... this is a perfect execution. We in the industry strive to achieve this level of simplicity, clarity and beauty in the delivery of? a message. WELL DONE.
Dealman64 – YouTube

I just want to thank you for that incredible piece of communication.
I hesitate to even say it's an "ad." I might call it a love letter to life. Or an ode to one's family. Or maybe a heartfelt piece of life-changing wisdom. But it's definitely not an ad.
Mr P – direct email to SSRP

More comments can be found through the Facebook group dedicated to pushing Embrace Life onto UK national TV – - via Twitter (search for “embrace life”, or through the YouTube channel comments at

Alternatively, please Google the following search string to see some of the online coverage: “embrace life” advert.

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.”



1) Credits:

The Writer/Director, Daniel Cox, is an award winning film maker with consecutive BAFTA ’60 Seconds of Fame’ awards to his credit.

Embrace Life’s Producer, Sarah Alexander, is currently working on ‘Burke and Hare’ with John Landis at Ealing Studios, where she is based.

Father: Austin Spangler
Mother: Lara Corrochano
Daughter: Clare Denning

Composer Sid Barnhoorn

Executive Producer: Neil Hopkins
Assistant Producer: Vicky Del Campo

Assistant Director
Assistant Director: Lucy Wigmore
Runner: Tom Harburt

Director of Photography: Luke Scott
Phantom Technician: Jason Berman
Focus Puller: John Mitchell
Gaffa: John Cantwell
Spark: Gary Nagle
Camera assistant: Steve Mayhew

Art Department:
Production Designer: Aoife Wilson
Art Director: James Custance
Storyboards: Peter Johnston

Hair and Make-up
Make-up Designer: Victoria Riches
Hair Stylist: Haylie Jay

Set Build:
Construction Manager: Callum Andrews
Transport Captain: Bernard Cox

Editor: Daniel Cox
Colorist: Pat Wintersgill
Graphics Designer: Laylah Driscoll

Special Thanks to
Take 2 Films, Dan Thomas, Stephanie Morgan, Mark Purvis, Mark Rafferty, Tyronne, Rowena Siorvanes, Panalux, Rigby Andrews, Ashley Wing, Chris Stribbling and Halliford Studios

2) Technical information:

Embrace Life was filmed on a Phantom HD Camera, supplied by Take 2 Films. The Phantom HD is manufactured by Vision Research Ltd. The frame speed can be adjusted in single frame increments up to 1000 frames per second in full HD quality.

3) Location:

Embrace Life was filmed at Halliford Studios, London. The shoot took two days, excluding set build and take-down time.

4) Web hit sources:

The 1 millions hits have been made up from: – 50,830 – 875,270 – 133,524

Figures correct at 08.30 Wednesday 10 February

5) The Sussex Safer Roads Partnership consists of East and West Sussex County Councils, Brighton and Hove City Council, Sussex Police, East and West Sussex
Fire and Rescue Services, HM Courts Service and the Highways Agency. Embrace Life has the support of all SSRP Partners.

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