The video begins with a man’s hand rotating and his foot pushing down towards the floor. This scene is referring to the man starting up his vehicle. All of this is taking place inside of a living room, as the camera pulls away you can now see a young girl and older women in the background smiling. The man now has both hands out as if he is holding on to a steering wheel smiling. The man turns over to look at his family and smiles, he turns back to face forward and his smile is gone. His reaction is now troubled, the young girl now seems scared she gets up off the couch and runs towards her father. He has turned his whole body and closed his eyes; the young girl runs over to him and puts her arms around his waist interlocking her fingers. The older women jump off the couch runs towards him and puts her arms around him and interlocks her fingers as well. The mother and daughter become the man’s belt, the next scene is as if he crashes into something his head and feet fly forward, but he does not move from the chair. A small table with confetti fly’s everywhere, the man sits up and smiles hugging his daughter and grabbing his wife’s hand on his chest. The words “Embrace Life, always wear your seatbelt” appears at the end of the video.
This family, arguably the most effective form of pathos in the commercial, truly shows the emotions, fear, shock, and relief that appeals to similar feelings within the viewer. The loving family is one of the situations, the second being driving, which are both relatable to many. The audience here is anyone who has ever been in a car, driven, been driven anywhere, or has a family member or loved one who drives. This wide range of people is automatically drawn to the characters, a father, mother and daughter. The appeal to family and love is stressed even more so by the setting, in a young girl’s playroom. The pink walls, and comfortable setting of the family on the couch, him pretend driving in a chair, the sense of calm even joy. This is emotionally touching, the scene of a laughing family enjoying each other’s company. Characters laughing, the camera panned out to see the whole happy family is conflicted by a close-up view of the father looking directly into the camera with fear in his eyes. He let his eyes trail from the “road” to look at his daughter, and it seems is now about to crash. The viewers’ heartstrings are tugged by the young daughter and mothers look; they are genuinely petrified. As the father turns to the side, the young girl, wearing pink wings runs in slow motion towards her father. This is another direct appeal to pathos, the child representing an angel of sorts. Perhaps even a guardian angel. Her fingers interlock to become the bottom part of his seatbelt. The wife comes and embraces his torso, completing the human seatbelt. They literally embrace him while his “car crashes”. Time is of the essence here as well. The entire commercial is in slow motion. This dramatization of time is even further halted when the young girls’ fingers lock around her father. It is as if time stops. The music at this time is a soft piano medley, not really noticeable. However, it accelerates to the crescendo, the loudest and fastest part of the song happens right as the father’s car is “hit.” This also represents an emotional crescendo for the viewer, as the realization settles in. The creative delivery of this film continues as glitter erupts the room. Anyone who has ever seen, been in, or seen photographs of car accidents will notice the similarities of the glitter to broken glass. This unique contrast shows something so innocent, so wholesome as glitter to broken glass. Something that cuts. Something that kills.
According to Edgar Snyder website they show statistics that seat belts save lives. When used correctly, wearing a seat belt reduces the risk of fatal injury to front seat passenger car occupants by 45%, and risk of moderate-to-critical injury by 50%. For those riding in the rear of vans and sport-utility vehicles (SUVs) during a car crash, rear seat belts are 73% better at preventing fatalities. Keep in mind that victims are not properly restrained in more than one-half of all fatal car accidents. Also, children are likely to be buckled 92% of the time when adults in the car use seat belts, as opposed to 72% of the time when adults are not using them.
The Center for Disease Control and Prevention (CDC) report that since 1975 to 2018, figures have shown that the use of seatbelts in the United States alone has saved an estimated 255,000 lives! Although primary seatbelt law does not exist in every state in the US, it is clear, from the evidence presented by CDC that seatbelt laws and the use of seatbelts in vehicles save lives. Seat belts protect people from needless death and injury. But whether it is because they are in a hurry, distracted, or they simply forget, many people don’t wear their seat belts, and thousands die as a result. CDC recommends effective, well-enforced seat belt laws to ensure that every person in every seat buckles up on every trip. According to the National Highway Traffic Safety Administration (NHTSA), more than 15,000 lives are saved each year in the United States because drivers and their passengers were wearing seat belts when they were in a road traffic crash. The use of seatbelts and child restraints is one of the most important actions that can be taken to prevent injury in a motor vehicle crash. While seatbelts and child restraints do not prevent crashes from taking place, they play a major role in reducing the severity of injury to vehicle occupants involved in a collision. An occupant’s chance of survival increases dramatically when appropriately restrained.
This is a very important topic; the safest choices drivers and passengers can make is to wear a seatbelt. Buckling up helps keep you safe and secure inside your vehicle, whereas not buckling up can result in being totally ejected from the vehicle in a crash, which is almost always deadly. Air bags are not enough to protect you; in fact, the force of an air bag can seriously injure or even kill you if you’re not buckled up. Besides the obvious consequence of facing severe injury or death, not wearing your seatbelt can have other costly ramifications if you are involved in an accident. Since some states allow insurance companies to hold you partially responsible for your own injuries and reduce your total settlement, you may also be burdened with paying substantial medical costs on your own. Head and spine injuries that are caused by failing to wear a seatbelt can lead to thousands of dollars in medical bills, which could lead to a lifetime of debt and possibly bankruptcy.
Working together, we can help keep people safe on the road every day. Encourage drivers and passengers to buckle up on every trip.
Center for Disease Control. October 2019. <https://www.cdc.gov/motorvehiclesafety/seatbelts/facts.html>.
NHTSA. October 2019. <https://www.nhtsa.gov/risky-driving/seat-belts>.
Snyder, Edgar. October 2019. <https://www.edgarsnyder.com/car-accident/defective-products/seat-belts/seat-belts-statistics.html>.
Youth For Road Safety. October 2019. <http://www.youthforroadsafety.org/news-blog/news-blog-item/t/seatbelts_saving_thousands_of_lives_around_the_world_everyday>.