Shaving - Societe de l'assurance automobile du Quebec | Clapboard Ad Archive

Societe de l'assurance automobile du Quebec’s 2018 campaign Shaving, developed by lg2, stands as a focused public interest initiative designed to provoke a deeper awareness of road safety through a carefully crafted metaphorical lens. The campaign harnesses film’s immersive qualities to communicate its message without resorting to graphic realism, instead embodying the dangers of distracted or negligent driving through the everyday act of shaving. This symbolic approach aligns with what Clapboard identifies as FORMAT#3—Symbolize the Problem—where the core issue is represented by analogy rather than direct depiction, enabling the audience to engage with the concept of risk in a more reflective and less confrontational manner. By choosing shaving, a routine task requiring attention and precision, the campaign draws a parallel to the critical focus required behind the wheel, implicitly warning against the distractions and lapses that lead to accidents. This creative choice taps into a universal experience, making the message accessible and culturally resonant for the English-Canadian demographic it targets, reinforcing SAAQ’s mission to reduce traffic incidents and save lives through responsible behavior. The single media asset carries the weight of this message through a documentary or social experiment style, favoring subtlety and emotional connection over explicit warnings or shock tactics, which can alienate or desensitize viewers. This restrained but potent storytelling technique underscores the seriousness of road safety while respecting the viewer’s intelligence and capacity for self-reflection. The campaign’s Clapboard Campaign Score is 64 out of 100. This score reflects a solid integration of strategic communication and creative execution within the public service category. Shaving exemplifies how advertising in the public interest sector can leverage symbolic storytelling to elevate awareness and inspire change without resorting to direct depictions of harm, demonstrating that nuanced, metaphor-driven narratives remain essential tools for engaging audiences on complex social issues.