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I totally understand the brief of that ad but it was terribly done. It assumes cyclists have a choice, and predictably people are saying "For God's sake, what's wrong with being safe, who cares about priority IF YOU'RE DEAD" and so on, so on that level the advert worked, if the brief was to blame people on bikes.
ride your bike assuming everyone else is driving like a cunt.
The thing with that approach is that it normalises lethal driving. Maybe the advert director was instructed to make the circumstances of the collision unclear. The road freight industry appear to have part-funded the film.
spindrift
I think the footage might be justified if there was some explicit narrative along the lines of: "Whether or not you're technically in the right, you can expect other road users to drive like cunts, and as a cyclist you're likely to come off worst in a collision, no matter who is to blame. So ride your bike assuming everyone else is driving like a cunt. (For example, this lorry driver is in the wrong because of a,b,c...)"