Ad Council UDD

8_22_14_Ad Council_UDD_Creative (2).pdf

Generic Clearance for the Collection of Qualitative Feedback on Agency Service Delivery

Ad Council UDD

OMB: 2127-0682

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Reality Show
Underage drinkers know that drinking and driving is wrong, yet they
keep doing it anyway. Instead of preaching to them in a stern adult
voice, let’s meet them at eye level. With “Reality Show,” we inform
teens about the consequences of underage drinking and driving using
a format with which they’re already familiar: reality show promos. The
show is fake. The consequences are real.

REALITY SHOW
:30 Brady

TELEVISION

CLIENT :
CAMPAIGN :
TITLE :
VISUAL :
VO :
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DATE :

Ad Council
REALITY SHOW

LENGTH :

August 22, 2014
:30

“BRADY”
WE OPEN ON A TITLE CARD FEATURING THE SHOW’S LOGO.
On an all-new episode of Roadblocked: Drunk-Driving Juvies...
CUT TO A SCENE OF A WILD TEEN PARTY, WHERE KIDS ARE DANCING AND HAVING
FUN.
One wild party leads to one serious outcome, as Brady learns that driving after one
drink…
CUT TO CARD GRAPHIC: “ONE DRINK”
CUT TO SCENES OF COPS FLASHING LIGHTS AND BRADY GETTING ARRESTED AND
FINGERPRINTED.

VO :
VISUAL :

…is enough to bring down his parents…
CUT TO CARD GRAPHIC: “HIS PARENTS”
CUT TO BRADY’S PARENTS EXPRESSING THEIR DISAPPOINTMENT.

VO :
VISUAL :

…his friends…
CUT TO CARD GRAPHIC: “HIS FRIENDS”
CUT TO BRADY’S FRIENDS CRYING, EXPRESSING THEIR DISAPPOINTMENT.

VO :
VISUAL :

…and his future.
CUT TO CARD GRAPHIC “HIS FUTURE”
CUT TO BRADY SITTING IN JAIL.

VO :
TITLE :

Welcome to reality.
THE SHOW IS FAKE. THE CONSEQUENCES ARE REAL.
SEE THE WHOLE STORY AT WWW.ROADBLOCKED.COM.

REALITY SHOW
:30 Charlotte

TELEVISION

CLIENT :
CAMPAIGN :
TITLE :
VISUAL :
VO :
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VO :
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VO :
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Ad Council
REALITY SHOW

LENGTH :

August 22, 2014
:30

“CHARLOTTE”
WE OPEN ON A TITLE CARD FEATURING THE SHOW’S LOGO.
On an all-new episode of Roadblocked: Drunk-Driving Juvies...
WE SEE A GIRL (CHARLOTTE) DRESSED UP WITH TWO FRIENDS AT NIGHT, WALKING
WITH ARMS LINKED. SHE SAYS GOODBYE AND GETS INTO HER CAR.
One night out with friends leads to one serious outcome, as Charlotte learns that driving
after even one drink…
CUT TO CARD GRAPHIC: “ONE DRINK”
CUT TO SCENES OF COPS, FLASHING LIGHTS AND CHARLOTTE GETTING ARRESTED
AND FINGERPRINTED.
…is enough to bring down her season...
CUT TO CARD GRAPHIC: “HER SEASON”
CUT TO THE OUTSIDE OF A SCHOOL BUS, WHERE A COACH IS TELLING CHARLOTTE
THAT SHE CAN’T PLAY IN THE FINALS. THE BUS DRIVES OFF, LEAVING HER BEHIND.
…her scholarship…
CUT TO CARD GRAPHIC: “HER SCHOLARSHIP”
CUT TO CHARLOTTE CRYING AS SHE READS A SCHOLARSHIP REJECTION NOTICE
ALOUD.
…and her future...
CUT TO CARD GRAPHIC: “HER FUTURE”
CUT TO CHARLOTTE POURING COFFEE FOR A PATRON AT A DINER.
Welcome to reality.
THE SHOW IS FAKE. THE CONSEQUENCES ARE REAL.
LEARN MORE AT WWW.ROADBLOCKED.COM.

REALITY SHOW
Print

REALITY SHOW
Digital

WEBSITE
The official website for Road
Blocked: Drunk Driving Juvies
will feature character bios,
extended footage, social media
conversations and information
regarding drunk driving laws for
each state.

REALITY SHOW
Digital

GOOGLE INTERCEPTION
Google searches for specific topics display
the first result as a link to our fake error
page. When clicked on, the error page
that appears pushes users to our Road
Blocked website.

Regrets
Drinking and driving underage is a mistake that sticks with you for
years. The consequences of getting caught don’t just affect you now—
they affect you in the long term, too. It can be impossible for offenders
to leave their younger selves in the past.

REGRETS
:30 Joey

TELEVISION

CLIENT :
CAMPAIGN :
TITLE :
VISUAL :

EMPLOYER :
JOEY :
YOUNG JOEY :
JOEY :
YOUNG JOEY :

EMPLOYER :
VISUAL :
VO :
EMPLOYER :
JOEY :
YOUNG JOEY :
VISUAL :
YOUNG JOEY :
VO/TAG :

Ad Council
REGRETS

DATE :
LENGTH :

August 22, 2014
:30

“JOEY”
WE OPEN IN AN OFFICE DURING THE AFTERNOON. ON ONE SIDE OF A DESK SITS A
50-YEAR-OLD EMPLOYER LOOKING AT A JOB APPLICATION. OPPOSITE HIM ARE
TWO IDENTICAL-LOOKING YOUNG MEN, ONE 16 YEARS OLD, THE OTHER 23. THE
OLDER OF THE TWO IS WEARING A NICE SUIT, WHILE THE YOUNGER IS DRESSED
FOR A PARTY, WEARING A TANK TOP AND A NEON HAT WORN SIDEWAYS. THE
YOUNGER ONE REACHES OVER TO LOOSEN THE OLDER ONE’S TIE. THE TWO SLAP
EACH OTHER AROUND A LITTLE BIT, THEN STRAIGHTEN UP WHEN THE EMPLOYER
PUTS DOWN THE APPLICATION.
So, I see you got arrested for underage drinking and driving.
Oh, about that...well...
(INTERRUPTS) It’s okay, man. I’ve got this.
(NERVOUS) Huh?
Don’t hold this against my older, tie-wearing, very qualified self. I was the one who
drank and drove. But it was one drink. And I drove, like, two blocks, ya know what I
mean? (LAUGHS, THEN REALIZES THAT THE EMPLOYER DOES NOT FIND HIM
FUNNY. HE GESTURES TOWARD JOEY.) He knows what I mean.
(LOOKS BACK AND FORTH BETWEEN THE JOEYS WITH RAISED EYEBROWS) Right...
JOEY LOOKS ANXIOUS AND UNCOMFORTABLE. YOUNG JOEY IS NODDING WITH A
GRIN ON HIS FACE.
If you were caught drinking and driving underage, could you live with yourself?
(AWKWARD) Well, thanks for coming in...
(NERVOUSLY STANDS UP AND SHAKES THE MAN’S HAND IN A PROFESSIONAL
MANNER) Thank you, sir.
(OFFERS THE EMPLOYER HIS FIST) Pound it!
THE EMPLOYER, IGNORING THE FIST, GIVES YOUNG JOEY A SUSPICIOUS LOOK, AS
IF TO SAY, “ARE YOU SERIOUS?”
(DROPS FIST) Awkward.
A drink. A drive. A stupid mistake.

REGRETS
:30 Sam

TELEVISION

CLIENT :
CAMPAIGN :
TITLE :
VISUAL :

SAM :
YOUNG SAM :
SAM :
YOUNG SAM :
SAM :
YOUNG SAM :
SAM :
YOUNG SAM :

SAM :
YOUNG SAM :

SAM :
VO :
VISUAL :
YOUNG SAM :
VO/TAG :

DATE :

Ad Council
REGRETS

LENGTH :

August 22, 2014
:60/:30

“SAM”
WE OPEN ON A GIRL’S BEDROOM IN THE EVENING. TWO IDENTICAL-LOOKING GIRLS,
ONE 16 YEARS OLD, THE OTHER 18, ARE SITTING ON THE BED. THE OLDER GIRL IS
DRESSED CASUALLY, SITTING AGAINST THE HEADBOARD AND TYPING ON A LAPTOP.
THE YOUNGER GIRL, DRESSED AS IF SHE’S GOING TO A PARTY, IS PLAYING WITH
HER HAIR, CLEARLY BORED.
Ugh. (SARCASTIC TONE) Great.
What?
They’re asking if I’ve ever been charged with a crime.
Who is?
This college application. How am I going to explain that?
(TAKES LAPTOP) Let me do it. (STARTS TYPING) Dear Mr. Dean. (PAUSES TO THINK
FOR A MOMENT) Sir.
This isn’t high school. You can’t just write a note and –
(INTERRUPTING) Please don’t hold my older self accountable – oooh, SAT word –
(REPEATS WORD WITH PRIDE) accountable for my mistake. I was the one who drank
and drove underage.
Ugh.
But it’s fine, ’cause it was only one drink, and I drove for, like, five seconds. And that
party was, like, really important. Anyway, Sam will never do it again. Sincerely, Sam.
(FINISHES TYPING WITH A PROUD FLOURISH AND LOOKS TO SAM, EXPECTING
GRATITUDE)
I am never getting in.
If you were caught drinking and driving underage, could you live with yourself?
WE SEE SAM WITH HER FACE IN HER PALM.
Have you tried applying to less impressive colleges?
A drink. A drive. A stupid mistake.

REGRETS
Print

REGRETS
DIGITAL

BANNER ADS
Ads on websites frequently visited by
teens will bring our message into the
digital space. On Pandora, we will use
the large space to portray the past
mistake and future consequences.

REGRETS
DIGITAL

TUMBLR
We would kick off the Tumblr with posts
about what it would be like to live with
your younger self. The content would
range from annoying things you’d have
to tolerate to devastating consequences,
like the ones depicted in the TV spots.
Users can submit their own posts and
we would reblog the best.

REGRETS
DIGITAL

BUZZFEED
Sponsored BuzzFeed lists show teens
what they’d have to live with if their past
choices stuck with them.

REGRETS
DIGITAL

FACEBOOK HASHTAG
To bring the message to Facebook,
we propose a chain effort in the vein
of the #ALSicebucketchallenge and
#nomakeupselfie, with a dash of #tbt.
Users would be asked to change
their profile picture to something
embarrassing from their past to raise
awareness of the campaign and show
that they stand against drinking and
driving. Celebrities would kick off the
tactic and ask their fans to join. From
there, fans would nominate their
friends.

REGRETS
DIGITAL

TIMEHOP
Timehop is a mobile app that shows
a user his or her social activity on that
day in previous years. It’s the ultimate
Millennial time capsule. We propose
a partnership with the app in which
we place a sponsored message in the
app’s feed.

Sob Stories
Much to the dismay of underage drinkers, any amount of alcohol can
get them arrested for drunk driving. And no matter how much they
plead — no matter how much they sing and dance and explain — the
law is the law. When you drink illegally, you drive illegally.

SOB STORIES
:30 Job Interview

When you drink illegally, you drive illegally.

TELEVISION

CLIENT :
CAMPAIGN :
TITLE :
MUSIC :
VISUAL :

BOSS :
VISUAL :

Ad Council
SOB STORIES

DATE :
LENGTH :

August 22, 2014
:30

“JOB INTERVIEW” – B
SLOW, DESPAIRING BALLAD OR OPERA.
OPEN ON A YOUNG WOMAN ON A JOB INTERVIEW WEARING A SUIT. SHE’S SITTING
ACROSS FROM THE INTERVIEWER, WHO IS AN OLDER, UNSYMPATHETIC,
STEREOTYPICAL BOSS TYPE.
So, I see here that you were convicted of drunk driving as a minor?
THE LIGHTS IN THE ROOM DIM DRAMATICALLY, AND A SPOTLIGHT APPEARS ON THE
YOUNG WOMAN. SHE STANDS UP AND BEGINS TO SING. A SMOKE MACHINE TURNS
ON AND A MICROPHONE DROPS DOWN FROM OFF SCREEN, WHICH SHE GRABS.
WE SEE THE INTERVIEWER LOOKING CONFUSED AS THE GIRL BEGINS TO SING HER
HEART OUT. CUT BACK TO THE GIRL, SINGING:

GIRL :

VISUAL :

GIRL :

VISUAL :

BOSS :
END CARD :

I had one drink,
walked out the door,
got into my car,
made the engine roar.
CUT TO THE BOSS LOOKING VERY CONFUSED.
CUT BACK TO WIND BLOWING THE GIRL’S HAIR BACK AS HER VOICE INTENSIFIES.
SHE REACHES OUT TO THE CAMERA AS RED AND BLUE LIGHTS SILENTLY FLASH
BEHIND HER.
The cops pulled me over…
…license, registration…
…then they tested my breath –
I blew a point oh one.
A .01!
A .01!
I got arrested for a .01!
THE GIRL FINISHES HER SONG AND SITS BACK DOWN IN THE CHAIR. WHEN THE
LIGHTS COME BACK ON IN THE ROOM, WE SEE THAT THE SMOKE MACHINE IS STILL
ON AND THE MICROPHONE IS GENTLY SWAYING AND CREAKING.
(UNIMPRESSED) Okay...we’ll keep you on file.
Save the theatrics.
When you drink illegally, you drive illegally.

SOB STORIES
:30 Ride With Pops

When you drink illegally, you drive illegally.

TELEVISION

CLIENT :
CAMPAIGN :
TITLE :
VISUAL :

GIRL :
VISUAL :

GUY :
VISUAL :

GUY :

VISUAL :

GUY :
GIRL :
VISUAL :
END CARD :

Ad Council
SOB STORIES

DATE :
LENGTH :

August 22, 2014
:30

“RIDE WITH POPS” – B
OPEN ON A GUY OPENING UP A CAR DOOR FOR HIS DATE. THE CAR IS BEING
DRIVEN BY THE GUY’S DAD. THERE’S AN AWKWARD SILENCE AT FIRST, THEN THE
GIRL LEANS OVER AND WHISPERS:
Why is your dad driving us to the movies? What happened to your car?
WE SEE THE LIGHTS IN THE SCENE DIM DRAMATICALLY, WITH A SPOTLIGHT ON THE
GUY. HE PULLS A MICROPHONE OUT FROM BEHIND HIM AND BEGINS TO RAP.
LIGHTS AND LASERS TRANSFORM OUR SCENE INTO A CLUB SETTING.
WE SPORADICALLY CUT TO THE GIRL’S FACE, WHICH IS EXPRESSING CONFUSION.
Friday night and I had a drink.
Got in my car and headed out in the blink…
CONFETTI RAINS DOWN AS THE GUY RAPS AND STRUTS AROUND THE GIRL. THEN
WE SEE RED AND BLUE LIGHTS FLASHING IN THE BACKGROUND, FOLLOWED BY A
COP WHO’S DJING AND LIP-SYNCHING WHAT OUR MAIN CHARACTER IS RAPPING.
…of an eye, when a guy
cut me off, and I tried
pulling off to the side…
…with a cop right behind.
He said, “What’s this? You been drinkin’ tonight? You know your legal limit is .00,
right?” Cuffs me. Pats me. I shoulda called a taxi. Takes me downtown and locks me in a
cell. See…
CUT BACK TO THE GUY RAPPING TO THE GIRL. WHEN HE FINISHES THE SONG, THE
LIGHTS COME BACK ON, REVEALING A MESSY DRIVEWAY COVERED IN CONFETTI
AND THE POLICE OFFICER PACKING UP HIS DJ EQUIPMENT.
…that’s why Pops is drivin’ us,
and I hope you understand, ’cause you’re nice to talk to, uh.
(NOT IMPRESSED) Call me when you can drive again.
THE GIRL EXITS THE SCENE. THE GUY LOOKS AT THE OFFICER, WHO JUST SHRUGS.
There’s no way to spin it.
When you drink illegally, you drive illegally.

SOB STORIES
Print

SOB STORIES
Digital

TUMBLR
Teens can use our Tumblr page
to view/submit pictures and
videos of instances where being
dramatic is celebrated. All under
the context that getting arrested
for drinking and driving is NOT
one of those times. When you
drink illegally, you drive illegally.

SOB STORIES
Digital

ALBUM/DIGITAL BOOKLET
Of course, we’d record an entire
album! Original tracks would be
released as an album on Spotify.
We’d also attempt to lure high-profile
artists to lend us their voices. Also,
one lucky entry from our Tumblr
page would get to be featured
on the album.
The digital booklet page would be
an interactive “CD booklet” that lives
online, where users could see the
lyrics, sing along, record their own
versions and also find information on
underage drunk driving.

SOB STORIES
Digital

BUZZFEED
A BuzzFeed article with the top ten excuses that never
helped anyone.

SOB STORIES
Digital

WEBPAGE TAKEOVER
A website home page takeover,
in which the screen darkens
and a spotlight from our banner
reveals a person singing their sob
story.

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File Modified	2014-08-26
File Created	2014-08-22