The Best Work You May Never See: Lena Beug Directs Humorous PSA For Road Safety Authority Ireland, BBDO Dublin


Robert Goldrich
Thursday, Sep. 19, 2019


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Lena Beug (handled by Station Film in the U.S.) directed this humorous PSA for Road Safety Authority Ireland, produced by Red Rage Films for BBDO Dublin.

In the spot--titled “What Do You Think Will Happen”--automobile drivers are a bit apprehensive about how passengers will react when asked to buckle up their seat belts. Strange responses are imagined--only to find that in reality passengers are only too happy to put on their seat belts for safety’s sake.


Client Road Safety Authority (RSA) Ireland Agency BBDO Dublin Dylan Cotter, executive creative director; Clayton Homer, art director; Dillon Elliott, copywriter; Andrew Counihan, producer. Production Red Rage Films Lena Beug, director (handled by Station Film in the U.S.); Paul Holmes, exec producer; Kip Bogdahn, DP. Editorial/Post/VFX Screenscene Jake Walshe, editor; Hubert Montag, VFX.

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