Vox Creative and Ad Council remind us not to drive while high in the brand studio’s thrilling first-ever TV spot
Today, in partnership with Ad Council and the National Highway Traffic Safety Administration (NHTSA), Vox Media’s award-winning branded content studio, Vox Creative has released its first-ever TV spot, in a thrilling, horror-esque spot reminding everyone not to drive after smoking marijuana. What had originally started as a partnership between Ad Council, NHTSA and Vox Creative to create a campaign to run across Vox Media’s platforms, quickly evolved to a larger scope, for the spot to run across broadcast TV as the team at Vox Creative shared the idea for the spot itself: to create a thriller-like film reminding everyone it is illegal to drive high – even if you are being chased by a masked man with an axe. In the spot, directed by the award-winning Vincent Peone, we see two guys running for their lives, sprinting from a lurking masked man wiedling nothing but an axe. As the two guys find their truck and turn the ignition on, they remember it’s illegal to drive high. As they switch seats to safely and responsibly flee from the scene, a song plays reminding everyone not to drive high. It’s an original song, created in collaboration with Vox Creative and production company, Artclass and was written, performed and produced by Daniel Grimsland. As part of the fully integrated campaign, in addition to the 30-second TV spot running on broadcast in the coming weeks, the brand studio also created an upcoming custom 30-second radio spot. A 80-second version of the film will run via branded content on Vox.com – as well as distributed via Vox Media’s proprietary ad marketplace, Concert. Vox Creative also created movie posters for the spot, with fake reviews to promote the campaign on social, as well as :15 social cuts that will run on Instagram, Facebook and Twitter. Creative Credits Agency: Vox Creative Heather Pieske, Executive Creative Director AJ Gutierrez, Creative Director Tina Nguyen, Head of Production Daniel Littlewood, Executive Producer Jessica Barbosa, Producer Mike Mueller, Senior Content Manager Lauren O’Connell, Designer Production Company: Artclass Vincent Peone, Director Lindsay Cortiana, Line Producer Client/BrandAd Council/NHSTA Campaign”Don’t Drive High”Shoot Date2/5/20 Director, Office of Consumer Information, AdCouncil/NHSTASusan McMeen Marketing Specialist: AdCouncil/NHSTA, Kil-Jae Hong Agency: Vox Creative Heather Pieske, Executive Creative Director, Vox Creative AJ Gutierrez, Director Mike Mueller, Senior Content Manager Jessica Barbosa, Line Producer Production Company: ArtClass Director: Vincent Peone DP: Justin Derry Managing Director: Geno Imbriale Executive Producer: Kate Aspell Head of Production: Sparkle Jones Line Producer: Lindsay Cortiana Post Production: ArtClass Editor: James Lee Sound/Music Company: TJ Dumser Composer: Daniel Grimsland Color Company: CO3 Colorist: Jaime O’Bradovich Color Producer: Cast / Talent – “Bag Man Serial Killer” Matthew Van Orden Cast / Talent – “Connor” Aaron Kheifets Cast / Talent – “AJ”Jeff Ayars Location #1Pastimes Cabin – Folkston, GA