Utah Department of Public Transportation

The period between Memorial Day and Labor Day marks Utah’s 100 Deadliest Days — three months where more people die on Utah roads than any other part of the year.

Audience

Drivers who think going five or ten miles isn’t a problem.

Insight

Many drivers try to “beat the clock”, thinking that speeding will get them to their destination sooner.

Strategy

Create a spot that shows how, even if you’re in a rush, speeding just to save a few extra minutes is never worth it.

Single-minded Idea

You “might” make it.

For Utah's 100 Deadliest Days, UDOT wanted to highlight not just the dangers of speeding, but the insight that many of us seem to think going five or ten miles over the speed limit will get us to our destination sooner. This spot, titled "Running Late" illustrates that even if you're in a rush, saving a few extra minutes is never worth it.