A man pedals a bicycle in a scenic park alongside a body of water. However, this seemingly tranquil scenario is anything but as he’s biking while talking on a cellular phone, wreaking havoc on others. He narrowly misses running his bike into two people going for a stroll, and nearly careens into a jogger.
The scene shifts to another, similarly distracted biker who’s pedaling while reading the morning newspaper. Oblivious to his surroundings, he comes oh so close to colliding with a group of bicyclists who cross his path.
Finally we see an elderly woman bicyclist looking at her sideview mirror as she puts on her lipstick. As she’s puckering and bicycling at a snail’s pace along a one-lane bike path, the camera moves back to reveal a line of bicyclists behind her unable to pass.
A voiceover of reason interjects: "You’d never bike like this. So why would you drive like this?" And then a logo appears for the Insurance Corporation of British Columbia (ICBC).
This PSA-part of a four-spot campaign directed by Robert Turner of Circle Productions, Vancouver, B.C., Toronto and Los Angeles-represents a departure from ICBC’s past public service advertising. Traditionally the client and its agency, Palmer Jarvis DDB, Vancouver, have employed dramatic storytelling to get their automobile safety message across. This time humor seems to have done the trick as evidenced by positive public response to the first two spots, "Walking" and "Swimming," which began airing in late January. "Biking" and "Shopping" debuted in April.
The agency creative team on "Biking" consisted of creative director Chris Staples, copywriter Randy Stein, art director Mark Hesse and producer Nicolette Eus.
The Circle contingent providing support for Turner included executive producer Tom Murray and producer Sarah Duncan. DP Ron Williams shot "Biking" on location in Vancouver’s Stanley Park.
Editor was Deb Treagle of Coast Mountain Post Production, Vancouver. Gary Shaw and Dave Robinson of Toybox West, Vancouver, were colorist and online editor, respectively.
Audio post producer was Colin Weinmaster, with sound design by Craig Warrian. Both artisans are with Wave Productions, Vancouver.
-Millie Takaki
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/DEPT®, 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 Ávila, regional director for Latin America, Ágora, São Paulo
--Radio... Read More