People need to get smart about their smartphones. Every day in the U.S. nine lives are lost as a result of distracted driving.
Yet people don’t seem to be taking heed. They often aren’t listening to others about the dangers of being on the phone while behind the wheel.
So for this commercial, GEICO tapped into a non-person who might get the message through to people–namely “Smart Dogs,” the first dogs trained to train humans.
Spoiler alert: the experiment doesn’t go too well. The good news: GEICO has a simple tip that’s highly effective–turning on “Do Not Disturb While Driving Mode” on your smartphone.
Directorial duo Terri Timely of Park Pictures helmed “Smart Dogs” for The Martin Agency, Richmond, Va. The spot debuted in April, which appropriately enough is Distracted Driving Awareness Month.
Credits
Client GEICO Agency The Martin Agency, Richmond, Va. Karen Costello, chief creative officer; Jerry Hoak, executive creative director; Steve Bassett, SVP, group creative director; Neel Williams, Justin Harris, VPs/creative directors; Dave Ashton, sr. copywriter; Rushil Nadkarni, art director; Kerry Ayers, SVP, executive producer; Tasha Dean, head of integrated production. Production Park Pictures Terri Timely, director; Donavan Sell, DP; Jackie Kelman Bisbee, Dinah Rodriguez, exec producers; Anne Bobroff, head of production; David Lambert, line producer. Editorial Cut+Run Frank Effron, editor; Kelly Henson, assistant editor; Amburr Farls, exec producer; Brian Mulvey, producer. VFX & Finishing Artjail John Skeffington, head of production; Perry Tate, producer; Clinton Homuth, colorist. Audio Post Heard City Mike Vitacco, sound designer/mixer; Jackie James, exec producer. Music Butter Music & Sound Ian Jeffreys, exec producer; Kristin Kuraishi, producer.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
