A Must Watch

Happiness Brussels creates a moving spoof trailer to show drivers that the only must-watch thing that matters is the road.

Users of Belgium’s biggest streaming platform, Streamz, discovered an unusual trailer. A trailer that promotes watching “The Road”. Meaning: not a movie or series, but the actual road. Research from the Belgian Traffic Institute* (VIAS) shows that 7% of Belgian drivers have watched a movie or series while driving. The trailer looks like it’s promoting a suspenseful movie worth watching. Like many other trailers, it shows quotes from movie critics. Only in this case, the critics are the parents of real road victims, urging viewers to watch the road. With quotes like “don’t miss a second”, “you need to see this”, or “a must-watch”. Ending with a simple, but powerful message: watch the road.