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Mother's Against Drunk Driving “Philip's Story” 2019

Mother's Against Drunk Driving “Philip's Story” (2019) is a Mother's Against Drunk Driving commercial for The Marketing Arm, produced by ATK PLN. It won 2 awards, including AICP 2019 Honoree Best of Southwest and AICP Post 2019 Winner Best of Region.

This PSA tells the story of Philip, a young man whose life was irrevocably altered by a drunk driver, highlighting the devastating consequences and the disparity in justice.

Video: ATK PLN on Vimeo

Shot by shot

  1. A young man in a baseball cap smiles, surrounded by baseballs, a bat, and a glove, with "Meet Philip" and "2014" text on a textured background.© Mother's Against Drunk Driving0:00
  2. A collage of family photos, including a young boy playing baseball, appears on a textured background with a baseball graphic.© Mother's Against Drunk Driving0:04
  3. The shot transitions from a collage of photos and text to an animated map of Texas with cars on a road, then to an overhead view of a city grid with a red octagon.© Mother's Against Drunk Driving0:08
  4. A graphic animation shows a silhouette of a human head with a red brain inside, then transitions to a collage of photos including a man in a hospital bed.© Mother's Against Drunk Driving0:27
  5. A red silhouette of a person with the number "10" across their eyes is shown against a background of black and white vertical bars.© Mother's Against Drunk Driving0:44
  6. A red silhouette of a person shatters into pieces, revealing a black rectangle with the number "1" in the center, against a white background.© Mother's Against Drunk Driving0:50
  7. A collage of family photos shows a young man with his family, including a photo of him in a wheelchair and another of him waving.© Mother's Against Drunk Driving0:56
  8. A white background with a red and blue baseball bat, a baseball, and text for MADD.org and a phone number.© Mother's Against Drunk Driving1:00

Stills © Mother's Against Drunk Driving. Made by The Marketing Arm and ATK PLN.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Philip's story: a life shattered by drunk driving, justice disparity.

Tagline: “If you or someone you know has been impacted by drunk driving, please share your story on social media using hashtag MyDrunkDrivingStory.”

personal tragedystatistical shockbefore and aftercall to actionvisual metaphor for brain damagevisual metaphor for incarceration

The cut

Length
65 s
Shots
8
Average shot
8.1 s
Format
motion graphics

What creatives use Mother's Against Drunk Driving “Philip's Story” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Mother's Against Drunk Driving “Philip's Story”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A young man in a baseball cap smiles, surrounded by baseballs, a bat, and a glove, with "Meet Philip" and "2014" text on a textured background.© Mother's Against Drunk DrivingA collage of family photos, including a young boy playing baseball, appears on a textured background with a baseball graphic.© Mother's Against Drunk DrivingThe shot transitions from a collage of photos and text to an animated map of Texas with cars on a road, then to an overhead view of a city grid with a red octagon.© Mother's Against Drunk DrivingA graphic animation shows a silhouette of a human head with a red brain inside, then transitions to a collage of photos including a man in a hospital bed.© Mother's Against Drunk Driving
    Frames from Mother's Against Drunk Driving “Philip's Story”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Mother's Against Drunk Driving “Philip's Story” in order, with its length, framing and what happens in it.

    A young man in a baseball cap smiles, surrounded by baseballs, a bat, and a glove, with "Meet Philip" and "2014" text on a textured background.© Mother's Against Drunk DrivingA collage of family photos, including a young boy playing baseball, appears on a textured background with a baseball graphic.© Mother's Against Drunk DrivingThe shot transitions from a collage of photos and text to an animated map of Texas with cars on a road, then to an overhead view of a city grid with a red octagon.© Mother's Against Drunk DrivingA graphic animation shows a silhouette of a human head with a red brain inside, then transitions to a collage of photos including a man in a hospital bed.© Mother's Against Drunk DrivingA red silhouette of a person with the number "10" across their eyes is shown against a background of black and white vertical bars.© Mother's Against Drunk DrivingA red silhouette of a person shatters into pieces, revealing a black rectangle with the number "1" in the center, against a white background.© Mother's Against Drunk Driving
    Length: 65 s · Shots: 8 · Average shot: 8.1 s · Format: motion graphics

  3. 03Ad ideas: every spot built on a personal tragedy

    Before you present an idea, you need to know who has done it, and how.

    Mother's Against Drunk Driving “Philip's Story” is built on a personal tragedy. Search the library by idea to see every spot that uses it.

    Seguradora Líder “War”© Seguradora LíderPrincess Margaret Cancer Foundation “Rider”© Princess Margaret Cancer FoundationBroken Heart Love Affair “The Princess Margaret Cancer Foundation - Ride to Conquer”© Broken Heart Love AffairKIDDE “LISA STORY”© KIDDE
    Seguradora Líder · Princess Margaret Cancer Foundation · Broken Heart Love Affair · KIDDE

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Questions

Which agency made Mother's Against Drunk Driving “Philip's Story”?

The Marketing Arm created it for Mother's Against Drunk Driving (2019).

What awards did Mother's Against Drunk Driving “Philip's Story” win?

2 awards, including AICP 2019 Honoree Best of Southwest and AICP Post 2019 Winner Best of Region.

What is the tagline of Mother's Against Drunk Driving “Philip's Story”?

“If you or someone you know has been impacted by drunk driving, please share your story on social media using hashtag MyDrunkDrivingStory.”

Sources for the credits and awards

aicpawards.com