This is truly one of the most poignant, beautiful commercials I have ever seen. Walk me through the creative process - how do start at seatbelt safety and arrive at this?

• Do you think this will make someone "click it" more than a "click-it or ticket" campaign? 
• Why or why not? 
• Look at Maslow's Theory of Motivation, which category does this fall under, and how will this motivate people towards safety?