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TAC “Never” 2001

TAC “Never” (2001) is a TAC commercial directed by Mat Humphrey for Grey Advertising, produced by Film Graphics. It won 2 awards, including Clio 2001 Silver — Television/Cinema / Direction.

A young couple's car crash leads to a series of 'never again' moments, showing the devastating impact of drink driving on their future and family.

Video: Mat Humphrey on Vimeo

Shot by shot

  1. A silver car is parked on a suburban street, with two people visible through the windshield as the camera pulls back.© TAC0:00
  2. A silver car with a male driver and female passenger crashes into a white flatbed truck on a suburban street during the day.© TAC0:04
  3. A young man with a bloody nose and face looks up, reflected in a car's broken windshield, with trees visible in the background.© TAC0:12
  4. A young woman with blonde hair and blood on her face and neck looks directly at the camera, appearing dazed and injured inside a dark vehicle.© TAC0:16
  5. A young woman in a blue striped shirt smiles, holding a birthday cake with "53" candles, in a dimly lit room with blinds.© TAC0:22
  6. A group of friends and family gather at a casual outdoor party, drinking beer and laughing together on a sunny day.© TAC0:26
  7. A young woman with blonde hair, wearing a blue hospital gown and intubated, lies on a stretcher as medical personnel attend to her in a dark, chaotic ambulance interior.© TAC0:33
  8. A man with a crutch and a woman talk next to a boat on a trailer in a garage, as a third person walks past them.© TAC0:41
  9. A bald man in a yellow polo shirt leans on a white picket fence, looking at someone off-screen in a suburban setting.© TAC0:53
  10. A young man in a light blue shirt and jeans sits in the driver's seat of a car, looking out the window with a concerned expression.© TAC0:59
  11. Two men in civilian clothes watch as emergency services, including firefighters and police, attend to a severe car crash at night on a dark road.© TAC1:04
  12. A man with an oxygen mask, neck brace, and blood on his face lies injured, with a red light flashing on him.© TAC1:10

Stills © TAC. Made by Grey Advertising, Film Graphics and Mat Humphrey.

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

The idea

Juxtaposing a fatal car crash with the lost future of the victims.

Tagline: “If you drink, then drive, you're a bloody idiot.”

flash forwardwhat if scenariotragic ironyemotional contrastparental grieflost potential

The cut

Length
90 s
Shots
43
Average shot
2.1 s

What creatives use TAC “Never” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of TAC “Never”? 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 silver car is parked on a suburban street, with two people visible through the windshield as the camera pulls back.© TACA silver car with a male driver and female passenger crashes into a white flatbed truck on a suburban street during the day.© TACA young man with a bloody nose and face looks up, reflected in a car's broken windshield, with trees visible in the background.© TACA young woman with blonde hair and blood on her face and neck looks directly at the camera, appearing dazed and injured inside a dark vehicle.© TAC
    Frames from TAC “Never”

  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 TAC “Never” in order, with its length, framing and what happens in it.

    A silver car is parked on a suburban street, with two people visible through the windshield as the camera pulls back.© TACA silver car with a male driver and female passenger crashes into a white flatbed truck on a suburban street during the day.© TACA young man with a bloody nose and face looks up, reflected in a car's broken windshield, with trees visible in the background.© TACA young woman with blonde hair and blood on her face and neck looks directly at the camera, appearing dazed and injured inside a dark vehicle.© TACA young woman in a blue striped shirt smiles, holding a birthday cake with "53" candles, in a dimly lit room with blinds.© TACA group of friends and family gather at a casual outdoor party, drinking beer and laughing together on a sunny day.© TAC
    Length: 90 s · Shots: 43 · Average shot: 2.1 s

  3. 03Ad ideas: every spot built on a flash forward

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

    TAC “Never” is built on a flash forward. Search the library by idea to see every spot that uses it.

    SickKids Foundation “Heal The Future”© SickKids FoundationSick Kids Foundation “Heal The Future”© Sick Kids FoundationIkea “My Son”© IkeaComcast “Someday Starts Here”© Comcast
    SickKids Foundation · Sick Kids Foundation · Ikea · Comcast

More commercials by Mat Humphrey

  • Traffic Accident Commission "Never" (2001) commercial still© Traffic Accident CommissionTraffic Accident Commission “Never” 2001Dir. Mat Humphrey · Grey AdvertisingLondon International Awards Winner 2001

More from Grey Advertising

  • TAC "Reconstruction" (2006) commercial still© TACTAC “Reconstruction” 2006Dir. Bruce Hunt · Grey AdvertisingLondon International Awards Winner 2006
  • Canon Rebel "Agassi" (1995) commercial still© Canon RebelCanon Rebel “Agassi” 1995Grey AdvertisingEffie Awards Gold 1995
  • Road Safety "Bones" (1992) commercial still© Road SafetyRoad Safety “Bones” 1992Grey AdvertisingCannes Lions Bronze 1992
  • Grey "Mary Kay - Beauty is more beautiful shared" (2026) commercial still© GreyGrey “Mary Kay - Beauty is more beautiful shared” 2026Dir. Olivia De Camps · Grey Advertising

Award-winning public service & ngo commercials

Questions

Who directed the TAC “Never” commercial?

Mat Humphrey directed it, produced by Film Graphics, for the agency Grey Advertising.

Which agency made TAC “Never”?

Grey Advertising created it for TAC (2001).

What awards did TAC “Never” win?

2 awards, including Clio 2001 Silver — Television/Cinema / Direction and Clio 2001 Bronze — Television/Cinema / Editing.

What is the tagline of TAC “Never”?

“If you drink, then drive, you're a bloody idiot.”

Sources for the credits and awards

web.archive.org