Thanks for commenting. I agree with you that the ads were effective in engaging the viewer and in creating a positive response from some audience members, such as yourself. But the ads were also violent enough to turn other viewers totally off. While the ability to polarize an audience is normally one of the hallmarks of a good ad, my point was simply that effective copywriting can help favorably alter the percentage of the audience that responds positively by ensuring that the positive message/solution outweighs the negative mental image. Which is where your comments about placing more emphasis on the after crash moments enter into my critique.

Ideally, you want the ad to be vivid and visceral enough to highlight the problem while making sure that the emotional take-away involves safety and being OK after the crash. As it was, I suspect that a large percentage of the audience left remembering the crash and not the safety – at least on a emotional level.

I agree with you that the ads could be improved. I like the idea of placing a little more emphasis on the after-crash moments and flashing the safety ratings but I am not sure I would do those things at the cost of minimizing the build-up to the crash.