Distraction Concepts_Eng_with scripts

DISTRACTED DRIVING
BROADCAST TV

HISPANIC - CAMPAIGN
CORNERSTONES

GET
HISPANIC (Spanish-reliant)
Drivers ages 18 – 34

TO
Leave their cell phones alone while they’re driving

BY
Highlighting the personal costs of distracted driving
(tickets/points, crash/property damage, injury to self or others, death).

CONCEPTS

CONCEPT 1

INSIGHT
It’s tough for drivers to get used to not answering the phone,
but it may be even tougher for the people trying to get in touch
with them.

STRATEGY
We will use a very popular Hispanic format to help us deliver our
message as dramatically clear as possible.

TRUTH
No, it’s not THAT important to answer right away.

TEXT NOVELAS
A steady shot of an empty film set shows a famous
telenovela actress walking into the frame.
SUPER: Textos de la vida real
SUPER: Real-life texts
SFX:

High heel steps and subtle echo.

Suddenly, text message bubbles begin to appear on screen.
The actress takes a deep breath and starts reading each
message but in telenovela style. First with a very pleasant
tone that turns overly dramatic as the performance
progresses.
SFX:

Slow, deep breath.

HER:
HER:

Gordi, voy al súper, ¿necesitas algo?
Honey bear, I’m going to the supermarket, do you
need anything?

HER:
HER:

Ok, bueno, ya salí.
OK, well, I already left.

HER:
HER:

Federico ¿dónde estás?
Federico, where are you?

She’s clearly losing her patience.

TEXT NOVELAS (CONT.)
HER:
HER:

¿HOOOLAAA?
HELLOOO?

She starts venting with sarcasm and raises her voice.
HER:
HER:

Llamé a tu extensión y me contestó Karina. ¡Qué
bueno que ya se tengan tanta confianza!
I called your extension and Karina answered. It’s so
nice that you are so friendly with each other!

She’s livid and getting scarier by the second. We even have
to blur her speech.
HER:
HER:

¿Federico Andrés, en serio? ¿Karina?
Federico Andres, really? Karina?

HER:
HER:

¿Ya viste cómo se maquilla?
Have you seen her make up?

All hell breaks loose.
HER:
HER:

Bueno, al final creo que eso es lo que te gusta, ¿no?
Well, in the end, I think that’s what you like, right?

TEXT NOVELAS (CONT.)
HER:
HER:

¡Y yo esperándote aquí como una mensa!
And I’m here waiting for you like a fool!

She grabs the flower pot next to her and smashes it against
the floor. She shouts the last sentence from the top of her
lungs.
SFX:

Glass breaking and water spills.

Suddenly a text bubble appears right in front of her.
HIM:
HIM:

Hey, ¿qué te pasa, amor? Estaba manejando!
¿Quieres que choque o que me multen?
Hey, what’s wrong babe? I was driving! Do you want
me to crash or get a ticket?

She reads the text and leaves the set abruptly. A police
officer appears in frame and says:
Cop:

No contestes a ese texto. Lo peor que te puede
pasar es que contestes después. Y así… no te multo.
Don’t answer that text. The worst thing that can
happen is you’ll answer later on. And that
way…I don’t give you a ticket.

SUPER:

Manejar y textear, la vas a pagar.
U DRIVE. U TEXT. U PAY.

CONCEPT 2

INSIGHT
Latinos love gossip, and each one feels they have the right to give the story their own
twist, making it always a highly exaggerated version of the real facts.

STRATEGY
Demonstrate to Latinos who text and drive that they could be
dealing with a lot more than just the cost of a ticket.

TRUTH
Texting and driving never ends well, especially if you’re Latino.

GOSSIP
We open with a young Latina that’s been pulled over for texting and
driving. She gives her license and registration to a police officer. As
soon as the cop goes to his car to write the ticket, the young woman
texts a friend:
TEXT:

¡Me paró la policía por textear y manejar!
A cop just pulled me over for texting and driving!

At the other end, her friend starts spreading the news to his
WhatsApp group chat.
TEXT:

¡A María la agarró la policía!
María got caught by the cops!!!

Everything starts to snowball into a gossip frenzy, where everyone
from relatives to distant friends add their own twist of drama to the
story, escalating into María becoming an international criminal. Her
grandmother learns about it on Facebook and bursts into tears.
GRANDMA:

Ay no, ¿pero qué hizo?
Oh no, what did she do?

Joaquín, Maria’s boyfriend is in shock, walking around the living room
when his mother says:
MOTHER:

Te dije que era una buena para nada.
I told you she was a good for nothing.

GOSSIP
Maria’s father, disappointed looks at pictures of young Maria on her
room, a tear goes down his cheek.
Meanwhile, people are breaking the Internet, creating Facebook and
GoFundMe groups, hoping to raise funds to FREE MARIA. The
comments start pouring in, along with a few thousands of dollars for
her assumed bail.
VO:

Hay cosas que puedes evitar. Manejar y textear
es una de ellas.
There are things you can avoid. Driving and texting
is one of them.

We see the officer handing Maria the ticket. Now, free to go she takes
a look at her phone, with hundreds of notifications on her apps. She
rolls her eyes and throws the phone on the seat. Then she looks at the
ticket and bumps her head on the steering wheel angry at herself.
Cut to ‘end card’, featuring NHTSA logo and URL
SUPER:

Manejar y textear, la vas a pagar.
U DRIVE. U TEXT. U PAY.

CONCEPT 3

INSIGHT
For a lot of people “nothing” really happens in just a few seconds, but reality is different.

STRATEGY
Demonstrate to Latinos who text and drive that they could be
dealing with a lot more than just the cost of a ticket.

TRUTH
Texting and driving is never a good idea, not even if it takes a
second.

IT TAKES A SECOND
We see a young woman driving, suddenly a text message
rings on her cellphone. She hesitates to grab the pone and
text back. A VO starts:
VO:

Gloria está a punto de textear y manejar, ¿por qué
no? ¿qué tanto puede pasar si lo usa “un
segundo”?
Gloria is about to text and drive, so why not?
What can possibly happen if she uses it for just a
“second”?

We cut and see a series of things happening around the
scene in just a few seconds; very dynamic, one after the
other. We see a cop is in his car looking at her from across
the street. The light changes from green to red. The car in
front of her suddenly breaks because the car in front breaks
too. A dozen pedestrians cross the crosswalk.
When Gloria looks up after texting back, it’s way too late.
SUPER:

Un segundo en tu celular no solo pasa en tu
celular.
A second on your cellphone doesn’t just
happen on your cellphone.

Cut to a cop giving Gloria a ticket.
SUPER:

Manejar y textear, la vas a pagar.
U DRIVE. U TEXT. U PAY.

CONCEPT 4

INSIGHT
No one is more qualified to talk about the dangers of distracted
driving than the people who actually died from it.

STRATEGY
Sometimes the only way our target will listen to us is when they realize
how their bad behavior can affect the people the love the most.

TRUTH
We listen more when it’s someone who’s actually
been there who’s telling us.

FINAL MESSAGE
Open on a very realistic 3D woman sitting in the living room
of a house. She introduces herself.
WOMAN:

Hola, soy Andrea Gomez. Morí en 2017 en un
choque que causé yo misma. Estaba
texteando y manejando. Si, texteando… y
manejando. Tenía 28 años. Dejé a mi esposo
Danny y a nuestras dos hijas solas… a mi
familia y amigos. ¿Vale la pena dejar a tus
seres queridos por contestar un mensaje?
¿Tú qué crees?
Hi, I´m Andrea Gomez. I died on 2017 in a
crash I caused. I was texting and driving. Yes,
texting… and driving. I was 28. I left behind my
husband Danny and our two daughters…
my family and friends. Is replying to a text
worth leaving your loved ones? What do you
think?

FINAL MESSAGE
The camera pans to a picture of the real woman with her
family that’s on a table next to her, then we see a police
officer.
COP:

No textees y manejes. ¿Quién más quieres
que te lo diga para que no lo hagas? Cuando
manejes, sólo maneja.
Don’t text & drive. Who else needs to tell
you so you won’t do it anymore? When you
drive, just drive.

SUPER:

Manejar y textear, la vas a pagar.
U DRIVE. U TEXT. U PAY.

Hologram References:
(warning: explicit language)
https://www.youtube.com/watch?v=TGbrFmPBV0Y
(watch from :18)
https://www.youtube.com/watch?v=dvoutHP1tAQ

OVERVIEW

Text
Novelas

Gossip

It Takes
a Second

Final
Message

DISTRACTED DRIVING
BROADCAST TV

HISPANIC - CAMPAIGN
CORNERSTONES