NHTSA AdCouncil

BYU ADLAB FOR THE AD COUNCIL & NHTSA

UNDERAGE DRINKING & DRIVING PREVENTION

1

1
INSIGHT

2

Fear of missing out is universal. It’s amplified with
the ever-connected Gen Z.

1
BIG
IDEA

3

Personify FOMO: when you drink and drive
underage, the only friend you'll have left is FOMO.

4

5

Shot opens on Teenboy scrolling through his feed at pictures of friends together at a
party. He looks disappointed and upset as he moves past a picture of a girl. He clicks
on her name and goes to her profile.

VO (over FOMO, who is still talking): When you drink and drive underage, you might
lose your social life. FOMO could be your only friend left.

Just then, FOMO plops down on the couch, uncomfortably close, looking over at
Teenboy’s phone.

FOMO snatches the phone from Teenboy’s hand and sprawls out on the couch, scrolling
through the phone and chewing tortilla chips.

FOMO then whispers: What a bummer that you got busted for drinking and driving. We
could’ve gone to the party. Do you think Rachel’s at that party? I bet she is. I bet she’s
talking to Todd. Todd’s a funny guy.

Teenboy lets out a long, sad sigh and stares at the ceiling.

Teenboy looks back at the feed, dejected.

Shot opens on Teengirl sitting at her vanity, looking
upset. We see FOMO enter the shot; he’s dressed in;
Teengirl’s would-be prom dress.

6

FOMO: Total bummer you got caught drinking and
driving. This would have been a lot more flattering
on you. Really is a shame we can’t even go take
pictures. And forget dancing!

Show Teengirl look at the corner of her vanity, where
the focus is on several photos of her and a boy and her
and her friends. She picks one up, then sets it down.
She picks up her phone with a blank look on her face.

7

8

9

2
INSIG HT

Missing out on their social life scares teens.

2
BIG
IDEA

EXILE: A movie based on social nightmares.

*Note on tone. While the visuals and music are in the vein of a horror movie, the tone we strike
will feel like a parody rather than a serious horror.

Establishing shot of a ticking clock on a wall as it reaches midnight.
Johnny is breathing shallowly as he creeps about the house,
wincing at every creak of the floor. He’s looking for something on a
countertop.
A figure suddenly appears behind him with the jump scare
violin chord. A slender hand holding car keys is raised.
Older sister (in creepy voice): “Looking for these?” Cut back to Johnny:
“Come on Jess!”
Older sister: “You can’t go out. But I’ll say hi to your friends
at the party for you.”
Jess walks out.
Cut to black with dramatic noise. Onscreen: NO CAR

Cut to friends walking around in daylight.
Friend 1: “Johnny’s been ghosting me ever since he got pulled over. He wasn’t even
at the party on Friday.”
Friend 2: “Weird. I’ll text him. See if he can make it this Saturday.”
Automated response: The number you are trying to reach has been disconnected.
Friend 2: “He’s… he’s been disconnected.”
They look up at Johnny’s house. He’s standing in the window looking at them with a
vacant stare. The scary violin chord plays again. They initially get startled and then
shrug it off and walk away.
Cut to black with dramatic noise. Onscreen: NO PHONE
Cut to Johnny making his way down the sidewalk at night. Ahead he sees a house
party. He breaks into a jog. Before crossing the street a car pulls up in front of him
with his parents in it.
Parents in creepy unison: “Where do you think you’re going, Johnny?”
Creepy horror tone and music ends.
Johnny: “Mooom! Daaaaad!”
Creepy parents: “Get in the car, Johnny.”
Johnny makes an exasperated noise.
Friend 1 seeing car drive off: “Well... guess we won’t be
seeing Johnny around.“ Resumes spending time with Johnny’s
other friends and older sister. Cut to black with dramatic
noise. Onscreen: NO FRIENDS
SUPER: Underage drinking and driving can turn your social life into a horror story.
Exile. Can you face it?

3
INSIG HT

For a Gen Z, losing your online social life is terrifying.

3
BIG
IDEA

Deciding to drink and drive underage can cause
your social life to go dark.

If you drink and drive underage, your social
life might go dark. Learn more at
DontGoDark.org.

go dark.

IDEA 1 Personify FOMO
IDEA 2 EXILE: A movie based on social nightmares
IDEA 3 Don’t Go Dark