The study aims to find out how the representation of safety contained in Gojek's "It's Okay To Be Lebay" advertisement is. The research method used by the researcher is a qualitative approach with observation as a data collection method. The researcher conducted an analysis of signs related to safety values using the semiotic theory of Charles Sanders Pierce's model which focuses on three main elements, namely signs, objects and interpretations. Based on the results of the study, the researcher stated that the representation of safety contained in the Gojek advertisement "It's Okay To Be Lebay" through scenes, behavior, properties, clothes, sung lyrics and text in the video clip reflects the meaning of efforts to protect self from the risk of spreading the Covid 19 virus. and the risk of road accidents that can endanger lives. Penelitian ini bertujuan untuk mencari tahu bagaimana representasi keselamatan yang terkandung dalam iklan Gojek “It’s Okay To Be Lebay”. Metode penelitian yang digunakan oleh peneliti adalah pendekatan kualitatif dengan observasi sebagai metode pengumpulan data. Peneliti melakukan analisis tanda yang berhubungan dengan nilai keselamatan menggunakan teori semiotika model Charles Sanders Pierce yang berfokus pada tiga elemen utama yaitu tanda, objek dan interpretasi. Berdasarkan hasil penelitian, peneliti mengemukakan bahwa representasi keselamatan terkandung dalam iklan Gojek “It’s Okay To Be Lebay” melalui adegan, perilaku, properti, pakaian, lirik yang dinyanyikan dan teks yang ada pada video klip mencerminkan makna upaya menjaga diri dari resiko penyebaran virus Covid 19 dan resiko kecelakaan di jalan yang dapat membahayakan nyawa.
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