It’s the way of the world. Even if hopelessly and haplessly lost, the male animal will not ask for directions. But in this spec commercial directed by Alexander von David of Santa Monica-based Blind Spot Media, perhaps man’s stubbornness is understandable—as a survival mechanism. Indeed, asking a stranger for directions can prove to be far more trouble than it is worth, particularly if the person being queried turns out to be a bit batty.
The piece opens with a business-suited young woman standing alone on a corner, waiting for the light to turn green so that she can cross the street. A backpack-toting young man walks into view. Nothing seems out of the ordinary as he approaches the woman; both people seem quite normal. Certainly nothing in his manner could be construed as threatening. In fact, he is respectful as he casually inquires, "Hey, can you tell me …"
Before he can complete his sentence, she whips out a canister of mace, vigorously spraying him directly in the eyes. And for this woman, one spritz is not enough. She continues to pump a stream of mace into the lost man’s face, even after he’s laid out on the sidewalk, screaming in anguish and utter disbelief. "Oh, my God!" he shrieks as the mace burns his skin and eyes.
The scene is freeze-framed. Supered beneath it appears a painfully true observation: "There’s a better way to get directions."
Now face down on the sidewalk, the man tries to shake off the effects of the woman’s assault. But she’s not done yet. She pulls out of her purse what at first looks like a cell phone. Perhaps she’s felt some remorse and is calling 911 to get the man some much-needed help.
However, the device in her hand turns out to be a tazer. Activating the apparatus, she jabs it into the man’s posterior, delivering an electrical shock that puts him hopelessly out of commission. That’ll teach him to think twice before getting lost next time.
Following this woman’s parting shock comes the commercial’s supered parting shot: "This message brought to you by mapquest.com."
Titled "Tazer," the commercial is based on a concept conceived for a now defunct dot-com client by a duo from Santa Monica-headquartered agency Colby & Partners. Serving as hybrid creative directors/copywriters/art directors were Colby & Partners’ Jason Sperling and Craig Lederman.
Von David’s support team included executive producer Steve Johnson and producer Francine Weiner. The spec piece was shot on location in downtown Los Angeles by DP Pete Warrillow.
Lance Pereira of Chrome, Santa Monica, edited the spot. Paul Bronkar and Eric Novisedlak of 525 Studios, Santa Monica, served as colorist and online editor, respectively. Audio mixer was Eric Ryan of Venice, Calif.-based RavensWork.
Sound designers were Ric Markmann and Chris Wagner of Matter Music, North Hollywood.
