Death toll

Directed by Steve Ayson, and created by FCB New Zealand, in partnership with NZ Transport Agency, Waka Kotahi, this haunting new spot, Toll Booth, is part of the country’s Road to Zero strategy.

Underpinned by a moving soundtrack by Cam Ballantyne, the commercial follows a family who are asked to exchange the daughter’s life to pay a road toll, depicting the harsh reality of driving accidents.

“The Road Toll (road deaths) is something we’ve become used to, something we hear in the media during holiday spikes of the year, almost like a weather forecast. We’ve become immune to it,” comments Peter Vegas and Leisa Wall, Executive Creative Directors at FCB.

They continued, “But each number represents someone’s family member. It’s actually totally unacceptable, and that’s the creative trigger we needed to pull in advertising. It’s not a number, it’s a human life.”