By Kathy DeSalvo
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.
Jury Presidents Named For The One Show 2025
The One Club for Creativity has announced the global creatives from around the world who will serve as jury presidents for The One Show 2025.
These creatives will lead judging for each discipline, and have a vote on the work.
Confirmed One Show 2025 Jury presidents, by discipline, are as follows:
--Brand-Side/In-House: David Lee, CCO, Squarespace, New York
--Branded Entertainment: Malcolm Poynton, Global CCO, Cheil Worldwide, London
--Creative Use of Data, Creative Use of Technology: Nancy Crimi-Lamanna, CCO, FCB Canada, Toronto
--Cultural Driver: Bianca Guimaraes, partner, ECD, Mischief, New York
--Design: Liza Enebeis, creative director, partner, Studio Dumbar/DEPTยฎ, Rotterdam
--Direct Marketing: Vicki Maguire, CCO, Havas London
--Film & Video: Javier Campopiano, global CCO, McCann Worldgroup & McCann Global, Madrid
--Gaming: Taj Reid, global chief experience officer, US CCO, Edelman, New York
--Integrated, Experiential & Immersive: Chris Beresford-Hill, worldwide CCO, BBDO New York
--Fusion Pencil: Walter T. Geer III, CCO, Innovation North America, VML, New York
--Green Pencil: Barbara Humphries, ECD, The Monkeys, Sydney
--Health & Wellness, Pharma: Wendy Lund, chief client officer, WPP, New York
--IP & Product Design: Ronald Ng, global CCO, MRM, New York
--Moving Image Craft & Production: Irene Kugelmann, chief creative officer, DDB Group of Companies Germany, Berlin
--Music & Sound Craft: Joel Simon, CCO, JSM Music, New York
--Out of Home, Print & Promotional: Kainaz Karmakar, CCO, Ogilvy India, Mumbai
--Public Relations: Patricia รvila, regional director for Latin America, รgora, Sรฃo Paulo
--Radio... Read More