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A public service ad for a seatbelt campaign in the UK, gone viral with lots of press too. Nice tension between beauty and horror. But if I didn’t before, will I wear a seatbelt now? Or does this serve the function of reinforcement? Or merely an e-mail forward as banal statement of concern? Hard to know what to do with an aesthetic which is about drawing the viewer into enraptured spectatorship rather than pushing them away into activity.

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