 |
Tv
NMDOT: Some Things Can't Be Reversed
This is an archived ad - to view, please register for Bestads PRO membership or log in if you're already PRO. Ads on Bestads are free to view for the first week they appear. Register for FREE to view new ads.
The horrifying repercussions of drinking and driving bluntly tumble from the screen in an emotive film for the New Mexico Department of Transportation written and directed by Smoke & Mirrors New York's (SMNY) Sean Broughton via agency VWK.
Broughton designed the spot specifically to deal with New Mexico's plague of drinking and driving with children in the vehicle. The gripping story begins with a man in a prison cell, tottering on a chair, head in hands, clinging to sanity. A ghostly, bludgeoned child appears before him, leans close to his face, and whispers, "Daddy," causing him to tumble backwards, screaming. The narrative then unwinds in reverse, spiraling from the little girl's lifeless body laying among the twisted wreckage of a catastrophic auto accident to the pair first jumping into the truck to the man downing endless cocktails at a party. Broughton worked closely with NM police and emergency crews to create a realistic and terrifying scene that could be shown during peak U.S. TV viewing hours. "The challenge was to shock this group of adults into realizing their actions have real-life consequences," says Broughton. "It frightens me that these people are out there thinking it's ok to drink and drive with children in the car and risk killing whole families. The pain of losing a child has such deep-running consequences for so many people; it must stop."
Client: New Mexico DOT Related |
The Best Ad JobsRetrieving latest jobs
advertising news |
 |
