In much environmentally-conscious advertising, the message is conveyed that the natural world will eventually suffer from people’s negligence. But in a clever new "Don’t Mess With Texas" anti-littering PSA for the Texas Department of Transportation (TxDOT), it’s the litterer that experiences a swift and sure punishment for his actions.
The :30 PSA "Bag & Tag" features actor and native Texan Matthew McConaughey. It was directed by S.R. "Rob" Bindler of Santa Monica-based non•fic•tion spots, in a co-production among non•fic•tion; Austin, Texas-based agency Tuerff-Davis EnviroMedia (which handles the TxDOT account), and McConaughey’s Los Angeles-based production company, j.k. livin’.
McConaughey portrays a Ramboesque anti-litter fanatic with a blow gun. As the spot opens, he sits semi-camouflaged in the woods. Looking through binoculars, he sights a fat guy in a van who throws a napkin out of his window; it lands next to the garbage the guy has already tossed on the ground. A fired-up McConaughey takes aim with his blow gun. His stunned target, hit in the arm with a tranquilizer dart, slumps down over the steering wheel; the horn blares as the screen fades to black.
Fade in to a close-up of the woozy driver coming to; he now bears a prominent stamp on his forehead—the words "Messed with" over a logo in the shape of the state of Texas. A wider shot reveals the man is one of a group of fellow "criminals" in the back of a pickup truck traveling out of state. It then cuts back to McConaughey, who says "Don’t mess with Texas."
The creative team consisted of Bindler; McConaughey; Tuerff-Davis EnviroMedia senior manager Sara Beechner and Tuerff-Davis EnviroMedia producer Christy Pipkin. The DP was Mark Dektor, who shot on location in Austin. The production ensemble includes co-executive producers McConaughey; non•fic•tion spots executive producer Michael Degan; Tuerff-Davis EnviroMedia president Kevin Tuerff and Tuerff-Davis EnviroMedia VP Valerie Davis. Line producer was David Lindeman.
Post was done at Austin-based 501 Post; credits go to executive producer George O’Dwyer, creative editor Dan Clougherty, Henry artist/online editor Jim Reed and graphics artist Traci Goudie. The colorist was Ted Brady at Match Frame, Austin. At Austin-based Tequila Mockingbird, credits go to composer Billy Henry and sound designer Shay Levin, who also completed the audio mix.
The campaign broke last month in the Texas market.
