Prague - Film director Filip Renč, the author of an emotionally charged TV campaign called Nemyslíš - zaplatíš (You'll pay for not thinking), designed to warn drivers against careless driving, has filmed three more short spots on the same topic.
Czech Television has been broadcasting the new campaign clips since September and many say they are even more compelling than the main Nemyslíš - zaplatíš campaign.
"I wrote the script for these spots and shot them in cooperation with the agency Proillusion film. They are very emotionally charged stories, each almost a minute long," said the director for Aktuálně.cz.
The Transport Ministry had ordered this small campaign as a backup in case the public tender for the main campaign got delayed. "We promised to launch the campaign in the second half of the year, and we wanted to make sure we would keep our word," says Ivana Jelínková from the ministry's press department.
The agency has negotiated with the public broadcaster to air the footages for free, if only after 10pm. Titled 'Embryo', 'Child car seats' and 'Dangerous overtaking', the advertisements will run on Czech Television until the end of the year. The Nemyslíš - zaplatíš campaign will then run until 2010.
Renč says the most difficult was the 'Embryo' clip, created with the help of 3D animation. "In this way we have attempted to show people what happens to an embryo if they drive too fast and crash. It was tough work, which took us several months to complete."