Monday, July 16, 2018
You are here:

The Best Work You May Never See: James Rouse Directs "Designated Driver" For AA Charitable Trust, adam&eveDDB

By

Robert Goldrich
Thursday, Mar. 2, 2017

1004 views

Log in or register now!

We follow a couple leaving a nightclub. The woman, who is the designated driver for her intoxicated boyfriend, starts to reply to a text as they start their journey. The boyfriend notices and suggests they swap places, putting him behind the wheel instead, underscoring the dangers of using a mobile phone while driving. 

Titled “Designated Driver,” this PSA for the UK’s AA Charitable Trust for Road Safety and the Environment is running online and will be in cinema theaters starting on March 3.

James Rouse of Outsider directed for adam&eveDDB, London.

The spot is supported by the “Think!” campaign for the Department for Transport, which create road safety information and campaigns to reduce road deaths. The new ad coincides with new stricter penalties introduced this month for those caught using hand-held phones while driving.

Edmund King, AA president, said: “There has been much rhetoric about making text driving as socially unacceptable as drink driving. We have seen excellent drink drive campaigns over the decades that have changed attitudes. We believe that adam&eveDDB brilliantly interpreted the brief and have come up with a clever treatment that builds on the drink drive campaigns and makes text driving as socially unacceptable as drink driving.”

Credits

Client The AA Charitable Trust for Road Safety and The Environment Agency adam&eveDDB, London Richard Brim, chief creative officer; Ben Tollett, group executive creative director; Alex Lucas, copywriter; Jon Farley, art director; David Golding, group chief strategy officer; Nick Hirst, planner; Lucie Georgeson, producer. Media Agency Carat UK Production Company Outsider James Rouse, director; Benji Howell, producer; Alex Melman, DP. Editorial Work Editorial Bill Smedley, editor. Postproduction Framestore Audio Post 750mph Sam Ashwell, mixer.

Category of ScreenWork: 
Media Type: 

560x349

<iframe width="560" height="349" src="https://shootonline.com/embed/70783/560x349" frameborder="0" allowfullscreen></iframe>
 

640x390

<iframe width="640" height="390" src="https://shootonline.com/embed/70783/640x390" frameborder="0" allowfullscreen></iframe>
 

853x510

<iframe width="853" height="510" src="https://shootonline.com/embed/70783/853x510" frameborder="0" allowfullscreen></iframe>
 

1280x750

<iframe width="1280" height="750" src="https://shootonline.com/embed/70783/1280x750" frameborder="0" allowfullscreen></iframe>
Log in or register now!
Log in or register now!

Recent SHOOT News Stories

Sunday, Jul. 15, 2018

"Hotel Transylvania 3: Summer Vacation" has checked into the No. 1 spot at...

Friday, Jul. 13, 2018

The Martin Agency has created a department called Talent & Culture...

Friday, Jul. 13, 2018

Budweiser has a boat on the Moscow River and a disco. Coke set up an...

Friday, Jul. 13, 2018

Sterling K. Brown and Donald Glover aren't such Emmy outliers this year...

Friday, Jul. 13, 2018

Oren Brimer , a director and writer on HBO’s Crashing --starring Pete...

Friday, Jul. 13, 2018

Creative content company Alkemy X has hired Eli Rotholz as VP of business...

Recent SPW Releases

Friday, Jul. 13, 2018

GameStop delivers on the promise that stranger things can happen than an...

Friday, Jul. 13, 2018

The Hollywood Section of SMPTE ® , the organization whose standards work...

Friday, Jul. 13, 2018

Pace Pictures recently hosted international filmmakers from the Global...

Friday, Jul. 13, 2018

Sound Lounge, New York’s leading independent sound facility announces that...

Thursday, Jul. 12, 2018

Nominations for the 70 th Emmy ® Awards were announced today by the...

Top