The first 3D social advertising video reel urging drivers to exercise care on roads was filmed in Russia.

May 17, 2010

It is set for release in the largest movie theaters in mid-June when a massive social awareness campaign named “The last oncoming lane” will be launched. The campaign is organized by the Road Safety Department, Ministry of Interior of the Russian Federation, the Russian Association of Motor Insurers (RAMI) and “ZAVOD Consulting” agency.

Shooting of this exceptional ad video reel took place at the airfield Tushino and draw close attention of the leading mass media. Reporters from national and foreign TV channels and radio stations, popular printed and WWW editions gathered there to watch the filming.

“The new ad reel calls drivers to be more responsible and tolerant on roads and stresses out that veering into the oncoming traffic lane is always fraught with grave consequences,” said Natalia Agre, general director of the “ZAVOD Consulting” agency. “After all, as the statistics shows, the majority of road accidents are not linked with the violation of traffic rules but are caused by swerving into oncoming lane in permitted zones. It means that a driver is simply in a hurry and as a result puts his own life and life of others at risk.”

The awareness campaign and the ad reel are targeted to caution drivers about the danger while coming out to an oncoming lane and to remind them that loss of time is not worth loss of life.

“We hope that the new ad reel will bring drivers to be more prudent and help them to set the right priorities in life and on roads,” said Maxim Fedorov, creative director of “The last oncoming lane” campaign.

Director of photography of the first Russian 3D road safety ad reel is Sergei Trofimov (known for his work in “Night Watch”, “Day Watch” and “Black Lightning” movies). Altogether the filming took nearly a day and a half. In a few weeks the Russian audience will be able to watch it and make their estimates.