You know that thing you do? When you text and drive? You really shouldn't be doing that. Because you don’t have an unstoppable texting and driving technique. Because someone loves you. Because no one’s text message is so important that you should put other people’s lives in danger (Not even Denzel saving sweet Dakota Fanning in Man on Fire is that important). In these :10 micro spots, we showed how in the few seconds it takes to read a text, lives can be changed forever.

Our director Michael Downing kept telling me and my partner, fade to black at the end. No screams, no screeching. Just let it play in the viewers’ minds. But we had already sold this somewhat of a compromise to a client that wanted some element of carnage. You’re never selling to one person. On Crown Corp work, stakeholder management is like walking through a mine field with snow shoes. Even though we did not fade-to-black, the the spots still make the point.

:10 TV

:10 Radio

Associate Creative Direction/Copywriting: Allen Forbes, Art Direction: Graeme Jack, Creative Direction: Liam Greenlaw, Director: Michael Downing