Ignoring "No Parking" signs or not plugging the parking meter is a calculated risk. If you’re caught in Los Angeles or San Francisco, for instance, the price is anywhere from $50 to $100.
But this :30 for Blake’s Auto Body raises the stakes considerably on parking violations. The spot opens on a man driving an SUV. He’s looking for a place to park, but to no avail—"No Parking" signs are everywhere. Finally, the driver sees an open space in front of a chapel and takes it.
Perched on the sidewalk next to the space, however, is an ominous sign, which the driver chooses to ignore, even though it’s literally etched in stone. A tablet reminiscent of The Ten Commandments reads, "Parketh Not. Thou shalt not even thinketh of parking here." The message is signed, "God."
The driver pauses for a moment, shrugs and walks off, content that he’s secured a parking space and seemingly not worried about going against the Almighty. Upon his return after grabbing a cup of coffee, however, the driver predictably gets his comeuppance—his SUV is levitating several feet above the ground.
The SUV reaches a considerable height as the man, who’s standing on the sidewalk, looks helplessly skyward. Then the force that is holding his car lets go of it. The vehicle hits the ground headfirst, and the once bright and shiny SUV now looks as if it’s ready for the junkyard.
A voiceover asks, "Need a body shop?"
The spot concludes with the Blake’s Auto Body logo, accompanied by the company’s four Northern California locations (San Rafael, Novato, Santa Rosa and Rohnert Park).
"No Parking" was created and directed by Chuck Jessen, whose agency roost is PreFab Ads, San Francisco. He served as copywriter and art director.
Jessen helmed and executive produced the commercial via his own San Francisco house, Jessen Productions. Production manager was Chris Kelly. "No Parking" was shot on location in Half Moon Bay, Calif., by DP Vance Piper.
Greg Becker of Emaginate, San Rafael, multitasked as offline and online editor, CG artist (removing crane cables), audio mixer and sound designer. Colorist was Artemus Mayor of Post Logic, Hollywood. Composer was Malcolm Payne of Malcolm Payne Music, New York.
Jessen plans to syndicate the spot to other auto body shops nationwide.
