Why is this campaign so good?

If you are the type of person who gets teary over the animals in the Optus ad you might want to get your self a tissue before watching this -

Of all the car safety campaigns I have seen this is the one that stays with me. But why? There's no blood, no gore, no dire predictions of injury - there isn't even a car.

I think it's effective because it stays away from two emotions that most safety campaigns are built around - fear and guilt.  People don't like to experience fear or guilt so we push those emotions away - along with the message of the ad. We chose to believe we are bullet proof and so the predictions of horrible consequences are lost on us.
And okay, let's be honest here - in a way those 'you will kill or horribly injure yourself'' messages are kind of untrue. Not untrue in that they are a lie but untrue in that they aren't true all the time. You don't instantly crash and die because you aren't wearing a belt and the more people get away with it the more bullet proof they feel.
This campaign hits us where we live - literally as it's set in a living room. The ad doesn't say 'you will hurt yourself' or 'you will hurt some one else' or even 'you will make a hell of a mess when you hit the pavement'. All it is saying that if we were in a crash the people who love us what chose to protect us if they could. It is saying we are loved. *sniff*