John X. Carey Directs Short Film Carrying Super Bowl DUI Warning From Tostitos, Goodby Silverstein
Last week Tostitos introduced the “Party Safe” bags. Now, on the week of the Super Bowl, Goodby Silverstein & Partners is unveiling an online film directed by John X. Carey of Anonymous Content to further raise awareness about the dangers of drinking and driving.
Titled “Tostitos Party Safe,” the film features stories like pro football player Delanie Walker’s, who lost his aunt and uncle to a drunk driver on the same day he played in the Super Bowl; a police officer whose close friend lost a daughter; and a DUI offender whose experience was life changing. These stories of real people whose lives have been impacted in a moment rooted in a mistake that fans can easily make if they aren’t careful when partying and then hitting the road after the Big Game.
In 2015 after Super Bowl Sunday-related celebrations, 45 people were killed in drunk-driving crashes, representing nearly half (46 percent) of all traffic fatalities that day, according to the National Highway Traffic Safety Administration.
“When we looked at the statistics, we were shocked. The Party Safe bag is a great messenger, but we wanted to show it in action, and at the same time tell deep, real stories,” said Sam Luchini, creative director at Goodby Silverstein & Parters.
The film was shot on the night of the conference championship games, and it profiles people whose lives changed drastically because of an alcohol-related accident.
“We wanted to show how drunk driving impacts people’s lives, especially after major events, when everyone should be having fun with their friends,” added Roger Baran, the other Goodby creative director on the project.
To help remind fans to pause and think twice before getting behind the wheel, Tostitos created the first bag of chips that helps get you home safe. The bag detects alcohol on a person’s breath and thanks to NFC technology helps them call an Uber ride with a simple tap of their phone. In partnership with MADD, the goal is to remove 25,000 cars from the road, with $10 off an Uber ride on the day of the Big Game.
Client Frito-Lay/Tostitos Agency Goodby Silverstein & Partners, San Francisco Jeff Goodby, Rich Silverstein, co-chairmen; Margaret Johnson, chief creative officer; Roger Baran, Sam Luchini, creative directors; Ricardo Matos, Fabio Benedetto, Nomi Malik, art directors; Otto Pajunk, copywriter; Sam Luchini, bag design; Lorenz Ortiz, designer; Tod Puckett, director of broadcast production; Hilary Coate, executive broadcast producer; Christina Wells, broadcasts producer; Severin Sauliere, interactive producer. Bag Production Colorbar/Laser Custom Design Douglas Huynh, Stephen Cross, principals. Production Company Anonymous Content John X Carey, director; Chris Saul, DP; SueEllen Clair, exec producer; Saul Germaine, producer. Editorial Stitch Philip Owens, editor. Sound Design/Audio Post Lime Studios Tom Paolantonio, sound designer. Music Musicbed VFX Stitch Mila Davis, exec producer; Liz Ktsarelas, VFX producer. VFX Bacon Marguerite Olivelle, VFX producer; Mitch Gardiner, VFX artist; Michael Gossen, colorist.
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