15 to 24 year olds are most likely to text while driving.
In a split second decision, the risk of texting while driving is justified and then taken.
That risk needs to be understood as unjustifiable, unimaginable, and just plain stupid.
Ads will be placed in high-traffic areas where late teens and early 20 year-olds will be heading to cars.
For example, airports, parking lots, and near coffee shops.
Unrealistic and dangerous moments from popular movies and television series will be used to further appeal to a younger audience.
Spotify ad scripts:
Spoken with a deadpan voice
Gas Station/Fire ad:
When you start a campfire at a gas station, there are two possible outcomes. (Small pause)
One: you’ll roast some marshmallows.
Or two: you’ll roast the next few blocks.
Seems stupid to take that risk doesn’t it? Kind of like using one hand to text when two hands should be on the wheel.
Don’t text and drive.
Bear/Fight ad:
When you pick a fight with a grizzly bear, there are two possible outcomes. (Small pause)
One: you’ll get some scratches.
Or two: you’ll get mauled.
Seems stupid to take that risk doesn’t it? Kind of like answering a message while your car is moving.
Don’t text and drive.
Shark/Poster ad:
When you hammer a poster to a shark tank, there are two possible outcomes. (Small pause)
One: you’ll feel like you spread the word.
Or two: the aquarium visitors that day will feel many…many…teeth.
Seems stupid to take that risk, doesn’t it? Kind of like checking your phone when your eyes should be on the road.
Don’t text and drive.
YouTube 15 second ads:
Shark/Poster:
0:00-0:03
Close-up of a nail being driven into glass, cracks forming around it.
Loud, rhythmic “clink” is heard with each hit of the hammer. The sound of people below is also evident.
0:03-0:07
The camera pans out to see a person on a tall ladder, only focusing on hammering the poster to the glass.
A massive shark swims behind the glass. The tops of many heads are visible below the ladder.
The clinks continue.
0:07-0:10
Copy appears: “Worth the risk?”
The hammer hits one more time, a crack grows very long.
0:10-0:12
Screen goes dark, sound of cracks expanding and of the tank crashing.
0:12-0:15
Silence
Copy: “Don’t text and drive.”
Logo of the National Highway Traffic Safety Administration
Gas Station/Fire:
0:00-0:03
Close up view of a gas pump nozzle that hasn’t been put away and is dripping steadily on the ground.
The sound of the consistent drips are heard above the softer sound of a fire cracking and popping.
0:03-0:07
The camera pans out to see that the dripping gasoline has formed a growing puddle.
The camera further recedes to show that close to the pump, people have made a campfire.
The dripping sound is still very clear.
0:07-0:10
Copy appears: “Worth the risk?”
The puddle near the fire catches fire, and it begins to move toward the pump.
0:10-0:12
Screen goes dark, sound of large explosion.
0:12-0:15
Silence
Copy: “Don’t text and drive.”
Logo of the National Highway Traffic Safety Administration
*Some images created with the help of Google Gemini