In a new campaign from the Scottish Government and Leith, Scotland’s roads become the narrator, addressing riders directly and calling for focus on some of the country’s most iconic routes.
The film is the latest instalment in the long-running Breathtaking Roads campaign, developed over eight years with Road Safety Scotland and built around the Live Fast Die Old community of Scottish bikers.
Scotland is home to around 77,000 motorcycle owners, most of them aged between 45 and 65. This group continues to experience the highest number of people killed or seriously injured on the road. More than half of all motorcycle casualties occur on rural 60mph A‑roads, with every recorded fatality taking place on non‑built‑up roads. Incidents happen throughout the year, not only during the summer months.
The new film speaks directly to Scotland’s riding community, using the road itself as the narrator. Its dramatic, atmospheric tone mirrors the way riders experience these routes: Long, sweeping views, sudden shifts in perspective, and moments where the road seems to come alive beneath them.
At one point, the tarmac coils into a snake – a visual reminder that these roads can turn on you if you’re not fully present.
Throughout the film, on‑screen prompts echo the voiceover’s message: Focus your mind, prepare for what’s ahead, respect the road. The aim isn’t to tell riders to slow down or stay home; it’s about acknowledging the skill, experience and passion they already bring to the ride, and reminding them that even the most familiar routes demand attention, especially in Scotland’s changing conditions.
The campaign will run across highly targeted VOD and Social, supported by posters placed in well‑known biker locations across Scotland. These continue the theme of the road, addressing riders directly, reinforcing the message that respect and readiness are part of the ride, and include this Manga-style interpretation.
The dedicated Live Fast Die Old Facebook page now has more than 27,000 followers, with riders regularly sharing routes, experiences and advice – a community built by bikers, for bikers.
Carol McNicol, account director at Leith, said: “This campaign has always been built on respect for the riding community. These films are made for people who love the road and know its challenges. This new instalment is about taking a breath before you set off and giving yourself the best chance to enjoy the ride safely.”
