PSA

Loss of Control.

I used to own a motorcycle and ride on a regular basis. It’s been years though since I have. As a former owner and rider I am keenly aware of motorcycles when I am out driving in my car, and do my best to keep a safe distance and take added road safety measures. Unfortunately not everyone does though. The PSA below doesn’t involve a motorcycle and a car, but it does show the dangers that motorcyclist encounter, and does an epic job of driving home the potential outcome of an accident. Produced by QUAD productions for La Chose, director Bruno Aveillan, QUAD, and post production house FIX Studio have created a powerful spot. The voice over anchors the message and drives it home as the 60 second spot draws to a close. And as heavy as the message is, this has a fabulous visual look to it. The post production work is so solid, and all of it helps pull this together. 

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Hey Siri, Turn Off My Phone.

One of my pet peeves is texting while driving, or you are driving a late-model car that has Bluetooth yet you still have your phone slapped to the side of your head. I don’t care what anyone says or thinks, you can’t text and pay attention to your driving at the same time. No one can, and since to many people won’t learn that until they have an accident, Sony has come up with a very clever PSA that will turn your phone off for you.

Created by Saatchi & Saatchi Sweden, the Sony ads that take advantage of the “Hey Siri” listening feature on your phone and ask it to turn on Airplane Mode. It’s not fool proof, your phone has to be plugged in, and the listening feature has to be turned on, but you have to hand it to Sony for giving it a shot.

Now if we could just get hand set makers to set up a driving feature that turns off text messaging if you are moving faster than 10 miles an hour…

“The Gift”. Be responsible. Give, adopt wisely.

The purpose of any good PSA is to make you stop and think about the message they are trying to get across to you. Sometimes the message is in your face, other times the message is a bit more subtle. In some cases it sneaks up on you and smacks you on the back of the head. CAse in point the long form directors cut of “Gift” for Hungarian organization Zoetis.

This is a really well made piece with high production value, and a story that translates into any language. The message is universal and impactful. It does what a PSA is supposed to do, it makes you think and it leaves a lasting impression. It gets a bit predictable based on the title, but the video and the soundtrack keep you drawn in, even when you figure out where this is going.

Directed by Zsemberi Zsófia, and shot by Horváth András, the two of them bring Görögh Attila, and Zsemberi Zsófia script to life in a way that draws the viewer in and holds them for the full 3 minute length of this web short. This is a really well done spot for Zoetis that hopefully will get transferred to similar organizations world wide.

Monster in the Closet.

I’ve been on a kick posting about PSA’s as of late. I’m not going to give the plot away on this, or tell you what it’s for. I will say that it is going to make you think, and probably make you mad. Directed by Yves Geleyn for Hornet, the animation style is wonderful and inviting. It will draw you in and hook you, then leave you thinking about the outcome.

“Manifesto”, the Brutal Reality of Texting and Driving.

One of my biggest pet peeves are people who text and drive. I don’t care if you are rolling or stopped, if you are on your phone behind the wheel, you’re probably a menace. You’re the person weaving across lanes, not paying attention when the light turns green, stopping a length and a half behind the car in front of you, etc. Banning texting and driving is hard to enforce, just like banning talking on your phone without a hands free kit. Because it’s a hard to enforce law, the National Highway Traffic Safety Administration has launched grisly new ads combatting distracted drivers with the slogan “U Drive. U Text. U Pay.” There are two versions of the TV spot below. Both have the same brutal reality and outcome. 

The NHTSA released a report this April estimating that 3,328 people were killed and 421,000 were injured in crashes caused by distracted driving in 2012. It also states that federally funded enforcement programs combined with PSAs like these, reduced the dangerous practice of texting and driving from 4.1 percent to 2.7 percent in California and from 4.5 percent to 3.0 percent in Delaware alone. April is National Distracted Driving Awareness Month. To further ram this message home, the Department of Transportation is coordinating with law enforcement for a national crackdown on cell phone use while behind the wheel from April 10-15. I hope it works.

“Almost”, The Best Organ Donor PSA In Years.

Selling the message of organ donation can be tricky. You don’t want to come across with the heavy handed big brother approach, and telling people it’s the right thing to do can fall on deaf ears. Brazilian agency, Propeg decided to take another approach, one that hooks the viewer with security camera footage, and then delivers a subtle message at the end of the PSA. The visuals are powerful, and as you watch you are left wondering in amazement at just how lucky the individuals in these clips are. “Anyone can have a second chance. Donate Organs.”

BUCK Didn’t Fail Idaho.

BUCK has produced a nice animated short for the state of Idaho that blends traditional cel animation with After Effects and 3D Animation. The one minute forty five second spot embraces the current trend toward flat design, without being trendy. There is a vintage look to the piece that doesn’t feel gimmicky or tries to hard. The visuals just work and the fluid animation draws the viewer in compelling them to listen to the message. It took a team of twenty to put this together, and the quality shows. Credits are below the video.

Directed by: BUCK
Executive Creative Director: Ryan Honey
Executive Producer: Maurie Enochson
Producer: Emily Rickard
Associate Producer: Ashley Hsieh
Art Director: Ege Soyuer
Design: Ege Soyuer,Yuki Yamada, Susan Yung, Kenesha Sneed, Jenny Ko, Xoana Herrera
After Effects and 3D Animation: Daniel Coutinho, Claudio Salas, Esteban Esquivo, Andreas Hansen
Cel Animation: Matt Everton, Kendra Ryan, Claudio Salas, Song Kim, Laura Yilmaz, Gunnar Pettersson
Music Composition and Sound Design: Echolab