TV ad: The Health and Safety Authority: Rebuilding is Harder

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Irish International BBDO, Ireland’s leading communications group, has today launched a new television campaign for the Health and Safety Authority (HSA). Airing on Irish television - “Tools” delivers a stark reminder about the importance of adequate safety measures on construction sites and highlights the catastrophic consequences that can occur if those measures are ignored. Shot by famed photographer, turned director, Nadav Kander, "Tools" takes a simple message about workplace safety and creates a chilling and effective commercial that powerfully illustrates what can happen if safety measures are not adhered to on construction sites. Set to the soundtrack of "Sixteen Tons" sung by Mersey-beat singer Johnny Sandon during one long panning shot, the viewer sees a series of tools commonly used in the construction trade - spirit levels; hammers; nails and screwdrivers. A title reads: "Building is hard." The shot continues and the tools gradually change and the viewer now sees surgical instruments - rehabilitation bars, mirrors, scalpels and the titles continue: "Rebuilding is harder."