Sightline

Road Safety

Kingston road safety:
Road Safety Cinema Commercial

Royal Borough of Kingston's cinema commercial delivers two crucial messages to young people - the dangers of driving too fast and not watching when crossing the street.

Imagine what happens when the two mishaps meet head on!

We developed the storyboard with the help of Kingston's Student Council and shot the commercial over two nights in the city centre using the local night life as a natural backdrop.

We needed a 'U' certificate to reach the widest audience, which meant no body impacts or blood! But with its fast cutting action and Dolby surround sound, the commercial still delivers a hard hitting message.

The commercials was shown on 14 Odeon screens in Kingston and because it was produced with the support of the London Camera Safety Partnership it was shown in London cinemas as well.

“Being our first venture into the world of cinema advertising, Sightline were on hand to discuss the process from start to finish to accommodate our needs at every step … the professional way in which the filming was handled with our young actors and the determination of the company to get the right shots left us with an excellent product at the end which far exceeded our expectations. No stone was left unturned in the editing process and we are extremely pleased with the final outcome.” Sam Merrison, Road Safety Officer, Royal Borough of Kingston

We produce Television commercials and Infomercials that are broadcast on regional, national and digital channels - in the UK and around the world. With 15 years of experience under our belt, and as an official ITV media buying agency, we turn the whole process of commercial production, broadcast clearance and airtime buying into cost effective solutions.