Danish Road Safety Council - Helmet Has Always Been A Good Idea

The Danish Road Safety Council released a humorous public service announcement urging cyclists in Denmark to wear a helmet – a pressing issue given the number of accidents and injuries inflicted on cyclists without protection. The film, which was shot in Denmark on the coldest and shortest day of the year, is set in the year 893 during the Viking era. It centres on Svend, leader of his small army, who refuses to wear a helmet before heading to invade England because it messes up his braids and causes an itchy scalp.