Storyboards English - Never Quit

JANUARY 9, 2014

“BATTLEFIELD MINI-VAN”
:30 TV
Imagine a battlefield scene where all of the explosions and chaos of the moment become a muffled, slow
motion background around the hero soldier. Only this battlefield is a minivan, and the hero is Dad. The moment
is the start of an everyday drive with the family.

Open on an 12 year old girl in the back seat. She’s wearing headphones and tapping drumsticks against the
windows which sound like machine-gun fire.

As the camera does a slow pull towards the front of the car, the full chaos of the scene reveals itself.

There are two more kids in the middle row. They’re boys, both around 8-9 years old, and they’re in the middle
of an epic struggle. Boy 1 is shouting, pushing boy 2’s face with one hand and kicking the back of the driver’s
seat to get more leverage. Boy 2 is fighting back with handfuls of corn puffs, which are going all over the car.

Mom is in the front passenger seat, losing it. We can’t fully hear what she’s saying to Dad, but we can clearly
see her lips move. She’s shouting “DO SOMETHING!”

Through it all, Dad is resolute. He’s staring ahead, gripping the wheel with grim determination. There’s a VO
throughout the spot. It’s the voice in Dad’s head, and it’s battle-hardened and unwavering.
AVO:

They’ll test you.
Push you to the brink of your sanity.
But no matter what they do.
No matter what they say.
No matter how hard it is.
...and it will be hard...
Do not yield.
Do not concede.
Give up no ground.
Just wait.
And move only when you hear a click. The click that says you’ve won.

Amid the muffled sounds of battle chaos, there’s the distinct click of a seat belt. Dad looks up in relief, like his
prayers have been answered, and starts the car.

SUPER:
Never quit. Never surrender. Never start the car until they buckle up.

LOGOS:
NHTSA / Ad Council

JANUARY 9, 2014

“BATTLEFIELD MINI-VAN”
:30 RADIO 2
Imagine a family of 5 in a minivan, just before going for a drive. There are three restless kids, shouting, fighting,
singing, hitting things and squealing. Mom is at breaking point, shouting at Dad to “make them stop”. One of
the kids yells “we’re late dad”.
It’s a cacophony of chaos, and it sets the scene. After a few moments, it becomes slightly muffled, like we’re
zoning out for a moment, and a voiceover begins.
VO:

They’ll challenge your authority.
They’ll try to break your will.
Because that’s what kids do.
But this car is your territory, not theirs.
Defend it.
Who makes the payments?
Who cleans it?
Who drives it?
You do.
In here, your word is law.
So when you say you’ll go nowhere until everyone’s buckled up,
you won’t budge an inch...

SFX:

Amongst the muffled background noise, there’s the clear sound of a seat belt clicking.

VO:

Until you hear that click.

SFX:

The car engine starts.

VO:

Never quit, never compromise. Never start the car until they’re all buckled up.

FVO:

A message from the National Highway Traffic Safety Administration.

ANG

I HATE YOU! NOI WANT A SNACK!HEY!!
WHOOOOOSH HE DID IT.BANG BANG
YES!WHEN? STOP IT.
WHAT?NOW. WAIT.
RATATATTAT

HE DID IT. BAM! BEEP

BAM!WHAAA!
POW! CAN WE GO PLEASE.
THAT’S MINE.
I WANT A SNACK!BOOM
BEEP
WHOOOOOSH
GIMME.

HEY!!

BOOM

CRUNCH

O
D STOP IT.
I
D
M
POW!
E
BEEPBAM!HWHAAA!

BAM!

RATATATTAT WHEN?
MIT.

YES!

HE DID IT.

RATATATTAT

CLICK

MOM!
HE DID IT. BAM!

MOM!

BEEP

HEY!!

NOW.WAIT.YES!
WHOOOOOSH POW!

P
OOSH
EE
BW
HOOO
BEEEEEEEP

BEEP

WHAAA!

BOOM
NO
NO
BANG
HE DID IT.BANG! BANG
WHAAA!
WHAT?NOW. WAIT. YES!
UNCHCAN
CR
WE
GO
PLEASE.
POW!
!
S
E
Y
.
IT
A
W
NOW. WHAT? THAT’S
CRUNCH
MINE. BOOM
I WANT A SNACK!

NO!

BANG

BOOM
RATATATTAT
BOOM
WHAAA! BAM! CAN WE GO NOW?
I HATE YOU! NOI WANT A SNACK! HEY!!
NOW.
WAIT. YES!
WHAAA!
WHOOOOOSH
HE DID IT.BANG BANG
HEY!!

YES!WHEN? STOP IT.
WHAT?NOW. WAIT.
RATATATTAT

HE
DID
IT.
HE DID IT. BAM!

WHEN?
BEEP
BAM!WHAAA!
POW! CAN WE GO PLEASE.

HEY!!

Print/OOH

NO!

JANUARY 9, 2014

BOOM WHAT? RATATATTAT
WHAAA! BAM! CAN WE GO NOW?

BEEP

WHAAA!

NO
BANG

NOW.WAIT.YES!NO

A SEATBELT. IN A CAR FULL OF KIDS, IT’S THE
ONLY SOUND THAT MATTERS.

BEEP

HEY!!

THAT’S
BOOM
I WANT A SNACK!BOOM
CAN
WEMINE.
GO PLEASE.
BEEP
GIMME. WHOOOOOSH
CRUNCH

JANUARY 9, 2014

Online Banner
A shot of the interior of a car, from driver’s POV.
There are 2 rows of seats and 4 kids in the back.
It’s chaos, similar to our TV spot. One kid doesn’t have their seat belt on.
To close the banner the user must click on the child who is not buckled in.