A calming lullaby accompanies an afternoon drive as we see a car navigate the twists and turns of a country road. The idyllic mood is shattered as a tire blows out. A wild ride ensues as the driver struggles to retain control of the vehicle, but to no avail. The speeding automobile veers onto a hilly embankment.
A voiceover relates: "Auburn University researchers designed and patented a microchip that will enable air bag systems to react 100,000 times faster during an accident."
As the car breaks through a roadside fence, the voiceover continues that Auburn research has made airbags "smarter." The automobile continues to race out of control, careening into a tree. The impact instantly activates the driver-side airbag as the voiceover points out that the system is also now "more reliable." The wreckage is considerable—underscored by some pyrotechnics—as we see the driver’s head resting against the airbag. He’s conscious and appears relieved to have survived the ordeal. The voiceover concludes that the faster deploying airbag is "most importantly, safer."
A parting super rhetorically asks, "Where would Alabama be without the University of Auburn?"
The spot is particularly effective in that it creates a feeling of helplessness on the part of the viewer as the accident unfolds. But the safety net provided by the airbag turns out to be enough to avert disaster, underscoring the message that you don’t have to attend Auburn University to have it affect your life. Once known for its work in agriculture, the university’s research has broadened into other high-tech areas.
The agency that conceived "Rock-A-Bye" was Birmingham, Ala.-based Lewis Communications. The shop’s creative team consisted of VP/creative director Spencer Till, art director Jason Martin, copywriter Todd Slutzky and director of broadcast Jenny Burton.
"Rock-A-Bye" was directed by the mono-monikered Karsten of Green Dot Films, Santa Monica. Rick Fishbein executive produced for Green Dot. Freelancer Tom Cline produced the spot, which was lensed by DP Kurt Bachman on location in Tejon Ranch, Calif.
Stunt coordinator was Hubie Kerns. Automobile rigging and pyrotechnics were handled by North Hollywood-based West EFX, under the aegis of Eric Brennan.
The spot was edited by Grant MacDowell via Imago Films, Venice, Calif. Imago’s producer was Mike Davis. Digital effects and compositing were done by Sight Effects, Venice. The Sight Effects contingent included visual effects supervisors Adrian Hurley and Melissa Davies, effects producer Andrea Morland, visual effects artist Scott Polen and colorist Mike Cosola. Sound designer/audio mixer was Southern California-based freelancer Jeffrey Coulter.
"Rock-A-Bye" has been airing throughout Alabama. At press time, the ad was also slated to run during halftime of an Auburn college basketball game on CBS. The network originally rejected the ad because of its violent content. But Auburn University and Lewis Communications lobbied hard for the spot and eventually got CBS to reverse its decision (see "spot. com.mentary," p. 4).
