In this :30 spot, the camera looks through the window on the passenger side of a car, showing us a thief breaking into the vehicle.
He appears to be an experienced professional. Effortlessly he uses a universal jimmy to unlock the driver-side door. Unperturbed by the blaring car alarm, he slides into the driver’s seat, deactivating the alarm in an instant.
But then this felony in the making takes a strange left turn. Instead of hotwiring the car to start the engine, the man pulls a Club-like lockout device from under his coat. He puts the metal bar across the steering wheel, locking it securely to prevent the car from being stolen—or, for that matter, driven. Next, he makes his getaway on foot.
For a fleeting moment, we wonder what has happened. Why break into a car if you’re not going to take it? And why make it impossible for anyone else to drive, including the automobile’s rightful, key-holding owner?
A supered message gives the rationale behind the seemingly irrational act. A super asking, "What do we have to do to get you to walk?" is followed by another: "SHOPPERS WALK FOR THE CURE. Help Cure Juvenile Diabetes." An e-mail address for more info on the fundraiser to combat juvenile diabetes appears on screen, along with an advisory to see certain mall stores for details.
Directed by Wayne Craig of Toronto-based production house untitled for TBWA/Chiat/Day, Toronto, "Car" is one of several spots in a campaign in which an individual takes extreme measures to make people walk. Another ad, for example, shows a man pulling a bus stop sign out of the ground, much to the amazement and chagrin of two people awaiting public transport. Yet another scenario shows a man removing a tire from a car and exiting just before the driver comes out of his house to go to work.
The TBWA/Chiat/Day team consisted of creative directors Benjamin Vendramin and Pat Pirisi, art director Guybrush Taylor, copywriter Mike Blackmore and producer Angela Carroll. Untitled’s James Davis served as executive producer/producer on the campaign, which debuted this summer in Canada and was shot on location in Toronto by DP John Houtman.
The package of spots was cut by Brendan Peltier of TBWA/Chiat/Day, Toronto’s in-house editorial operation. Bill Ferwada and Ernie Mordak of Manta DSP, Toronto, served as colorist and online editor, respectively. Audio mixer/sound designer was Mike Rosnick of Rosnick/MacKinnon, Toronto.
