Corporate Communication

Giffoni, Gabriele Muccino awards Anas for the road safety spot

Award for best social advertising to the campaign 'When you're driving everything can wait' with Schettini, Bondì and Di Domenico

27 July 2024

Un frame della nuova campagna di Anas sulla sicurezza stradale premiata a Giffoni

3' min read

"When you're driving, everything can wait" is the claim of the new Anas (Gruppo Fs Italiane) road safety spot awarded Best Social Spot at the Giffoni Film Festival. Produced in collaboration with the Ministry of Infrastructure and Transport and the State Police, the new campaign will be illustrated to young people attending the 54th edition of the event on the afternoon of Saturday, 27 July.

"Road accidents," said Anas CEO Aldo Isi, "are the leading cause of death in Italy among young people. So it is important for Anas to be present at the Giffoni Film Festival for a dutiful discussion with young people on the subject of road safety education". Isi's CEO recalls: "Anas has set itself the challenging goal of reducing road accident victims by 50 per cent by 2030 in order to bring Italy in line with the levels of the most advanced European countries".

Special guest, international director Gabriele Muccino, will present the award, emphasising the social importance of the message launched by Anas and the effectiveness of the new commercial. "We underestimate the distracting power of the telephone because we are used to using it in different contexts without immediate serious consequences," says Muccino, "but when we are driving, a brief distraction is enough to have devastating consequences. Many of us believe, but are wrong, that we are able to do several things at once. But the truth,' Muccino stressed, 'is that our brains are not designed for effective multitasking. If we try to divide our attention between driving and other activities, the quality of our attention deteriorates. This increases the risk of accidents while driving requires constant concentration. For this reason, the Anas commercial should be disseminated and seen by everyone"..

The Anas Road Safety Spot video

The Associazione Familiari e Vittime della Strada Ets also spoke at the event and in the meantime expressed appreciation for the spot. "The Afvs - Associazione Familiari e Vittime della Strada Ets (Ets Family and Road Victims Association), welcomes Anas's commercial on road safety," says vice-president Silvia Frisina. "The decision to use well-known influencers is very effective: it succeeds in directly involving young people and thus conveys fundamental messages of prevention and safety in a modern and immediate way. Social media are now part of our daily lives: they can and must contribute to reducing road accidents and saving lives".

The spot features three influencers: Vincenzo Schettini (La Fisica che ci Piace), Ruben Bondì (Cucina con Ruben) and Iris Di Domenico (Sono sempre Iris), filmed as they are about to start a video. But immediately their action remains on stand-by. Still, blocked, motionless. In the second scene, a girl has just parked: she unbuckles her seat belt, gets out and locks the car with the remote control, takes her mobile phone out of her bag, unlocks it and starts looking at it. At that moment, the action of the three influencers comes alive and moves. As always.

In an age of continuous, uninterrupted visual stimuli and messages, often prioritised at all costs, it is crucial to understand that everything can wait while driving. Three famous influencers, who live and work with views, connections, likes and followers, say this for the first time in the Anas commercial.