Motorcycle Awareness Month

66-second road safety spot for the TAC's Motorcycle Awareness Month, fronted by comedian and lifelong rider Ross Noble. A rider's-POV trip through the streets of Melbourne that steps inside Ross's head to show what drivers keep missing — a message Australian drivers usually tune out, delivered by the one voice they'll stop to listen to.

A TAC Motorcycle Awareness Month campaign with agency alt/shift/, fronted by comedian and lifelong rider Ross Noble. Riders make up around 3% of Victoria’s registered vehicles but account for roughly 17% of road deaths and 23% of very serious injuries — a gap most drivers have stopped listening to.

The hero film follows Ross through the streets of Melbourne from a rider’s POV, blended with sequences that step inside his head — visual techniques that externalise the running commentary every rider has when they’re sharing the road with drivers who aren’t looking. Comedic as a way in, with the warning carrying the weight underneath.

Press: Campaign Brief · B&T · Mumbrella · TAC media room.

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