AdCouncil

Leo Burnett Group

AdCouncil TV

June 4, 2019

Buckle Up for a Safe Ride
1. Honing in on 8-9 year-olds
2. Scripts and scenarios
3. Additional considerations

2 > Ad Council + NHTSA Program Review 6.6.2019

2018 | Where we’ve been

3 > Ad Council + NHTSA Program Review 6.6.2019

2018 | The formula is working

Insightful scenarios

4 > Ad Council + NHTSA Program Review 6.6.2019

Call-to-action

Mnemonic

2019 ASK

Build 2 TV spots around 

“If you love them enough,” focusing
on parents of 8 & 9-year-olds.

5

The more we optimize,
the more lives we save.

6 > Ad Council + NHTSA Program Review 6.6.2019

8-9 YEAR-OLDS

7

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They’re like, real people.

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They choose
their own sports
and activities.
> Ad Council + NHTSA Program Review 6.6.2019

They have real
world fears like
death and natural
disasters.

They have
crushes. And 

cell phones.

You can’t just expect to buckle this 

kid into a booster seat without a peep.
11 > Ad Council + NHTSA Program Review 6.6.2019

That’s why we decided to
let them say it.

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Because she’s old enough
to have a say.


And who better to get a
parent’s attention?


13 > Ad Council + NHTSA Program Review 6.6.2019

“If you love them enough…”

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“If you love me enough…”

CREATIVE
16

KITTY :30
Kids - Booster
Open on mom and dad stirring in bed, Sunday morning. Their 9 year-old
daughter enters cradling an adorable, fluffy kitten. They crawl into bed next
to mom to snuggle.
DAD:

C’mon, not in the bed, please…

DAUGHTER/MOM: (In unison) But she’s so cuuuuuuuute.
Kitten climbs, ever so adorably, onto dad’s chest as its tail runs right under
his nose. Dad unleashes a volley of sneezes accompanied by a close up of
his red, watery eyes.
DAUGHTER:

(To camera) If you love me enough to love my 

sweet kitty, and all her glorious dander, then of 

course you’ll visit NHTSA.gov/TheRightSeat to 

make sure I’m in the right car seat.

SUPER:

(Type-in website bar) NHTSA.gov/TheRightSeat

Cut to our mnemonic where we highlight the booster seat, NHTSA and
AdCouncil logo lockup.

17 > Ad Council Round One 5.15.2019

FIRST LOVE :30
Kids - Booster
Open on a living room. We see an 8-year-old girl and her parents creating an
oversized love letter for Anthony. There’s glitter, paint, scissors and papers
everywhere. She’s excited, but her mom is uncomfortable and her dad looks
quite worried.
GIRL:

(Pointing at a heart) Dad more glitter here.

The girl starts writing the letter, the mom is cutting a heart and the dad is
adding glitter – begrudgingly.
GIRL:

How do you spell “FOREVER”?

Her parents stop and look at each other. And the dad sardonically spells it.
DAD:

N-E-V-E-R

GIRL:       (To camera) If you love me enough to let my first love become 

your first nightmare then of course you’ll visit NHTSA.gov/

TheRightSeat to make sure I’m in the right car seat.

SUPER: (Type-in website bar) NHTSA.gov/TheRightSeat
Cut to our mnemonic where we highlight the booster seat, NHTSA and
AdCouncil logo lockup.

18 > Ad Council Round One 5.15.2019

DINNER ALT :30
Kids - Booster
Three 9 year-old girls - seated around a dining table. A lovely Sunday dinner
has been prepared. Various bowls and plates of warm food – slaved over by
Mom – who sits down proudly. Camera pans from child to child as we see
their reaction to Mom’s labors. We realize they are triplets.
TRIPLET #1:

(takes a whiff and recoils in disgust, looks over at her sister)

TRIPLET #2:

(picks at food with a confused look, looks to sister) What is it?

TRIPLET #3:

I don’t know.

ALL THREE:

(To camera in unison) If you love us enough to keep 

challenging our underdeveloped taste buds with your 

amazing culinary delights, then of course you’ll visit 

NHTSA.gov/TheRightSeat to make sure even I’m in the 

right car seat.

SUPER:

(Type-in website bar) NHTSA.gov/TheRightSeat

Cut to our mnemonic where we highlight the booster seat, NHTSA and
AdCouncil logo lockup.

20

HOOP :30
Kids - Booster
Driveway. Two kids (older girl, younger boy) look on with a mix of confusion
and amusement. Girl bounces a basketball and blows bubbles while her
brother sits next to her, on his bike.
AVO OFF:

(We hear a back and forth between a frustrated mom and dad)
It’s backwards. Turn it around.
No it’s not.
It is. Turn it.
Now? Can I let go?
Yeah, but wait. No, not yet, not yet!

SFX:

(Sound of metal grinding on metal)

Widen to reveal Mom and Dad struggling and failing to attach a backboard to
a basketball pole – tools and parts litter the driveway.

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GIRL:

(To camera) If you love us enough to routinely test your 

handyman skills and the strength of your marriage, then 

of course you’ll visit NHTSA.gov/TheRightSeat to make 

sure I’m in the right car seat.

SUPER:

(Type-in website bar) NHTSA.gov/TheRightSeat

Cut to our mnemonic where we highlight the booster seat, NHTSA and
AdCouncil logo lockup.