French road safety agency Sécurité Routière has released a new advert that will tug on the heartstrings of hommes around the world.
Following a man at the birth of his child, the minute-long spot sees him talk about just how much being a new father and helping to bring a new life into the world means to him.
The ad forms part of the body’s “Be the man you want to be but be a living man” campaign that focuses on trying to get men to break with traditionally toxic stereotypes when behind the wheel.
“I was in a hurry to meet you, and now I’m in a hurry to know you, my son,” he said.
“I think you have my eyes. Who cares I cry so much that I see you blurry?
“From your 49 centimetres, become the man that you want to be, a sensitive man, a man who cries, a man who has a heart.
“I don’t know anything except maybe one thing: two better men have come from your birth.”
Unlike other road traffic ads, there is no big car crash at the end, just a simple message.
“Be the man you want to be, but be a living man. On the road, 8 out of 10 deaths are men.”
The campaign started running in France yesterday on TV, digital, and in cinemas.
