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Ad Council / National Highway Traffic Safety Administration (NHTSA): Not Camping Day
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Independent creative agency Madwell teamed up with The Ad Council and the U.S. Department of Transportation’s National Highway Traffic Safety Administration (NHTSA) to launch PSAs that aim to get marijuana users to think twice before getting behind the wheel and driving while high. The work is part of NHTSA and The Ad Council’s Drug-Impaired Driving Prevention campaign, which launched in spring 2019 to address this pressing traffic safety issue, which is growing increasingly important as more states legalize the sale and usage of marijuana. Research indicates that young men do not believe consuming marijuana has an effect on their driving. Thus, the challenge for this campaign is to create doubt in this long-standing claim, while taking into account that the young male target trusts their experiences over experts, especially when it comes to something as polarizing as marijuana usage, and is highly resistant to being told what to do. In a 15-second spot titled 'I’m in an Ad', the hero, in a smoky house party, breaks character (and the 4th wall) to remind the audience not to drive if they’re high. As the lights go up, the smoke-filled room is revealed to actually be a studio set. In the 30-second 'Not Camping Day' spot, four friends smoke marijuana while packing for a camping trip, but realize they can’t leave when no one gets behind the wheel to drive because everyone is high. They make the best of the situation by camping on the front lawn instead. Each ad ends with the tagline, 'If you feel different, you drive different', and a reminder that driving while high is illegal everywhere, including in states where marijuana consumption is legal.
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