This is what it sounds like when you drink too much, then get behind the wheel. Surprise: It does not have a happy ending.
A new PSA by ad agency La Chose for French road safety organization Association Victimes et Citoyens uses a simple yet effective single shot of a vinyl record player to offer a fresh version of a familiar and important point.
Perhaps counterintuitively, the absence of any violent footage actually increases the power of the message. The literal realization of the casual "same old song" metaphor (translated from "la méme chanson" in French) risks coming off as a little off kilter or even off color, since there isn't actually a song, and the subject matter is so serious.
But the whole concept hinges on the idiom, and the ad does too good a job of illustrating the point to nitpick much. The skips in the audio easily build suspense, to the point where, sadly, anyone with half a brain will know where the storyline is going—but has to hear it out to be sure.
La Chose also made 300 12-inch vinyl records featuring the ad's soundtrack and sent them to journalists. That should be a hit at parties.
Join the foremost brand marketers, such as Marc Pritchard, Brad Hiranaga, Kory Marchisotto and more, for Brandweek Masters Live on Sept. 14-17. Secure your pass and learn from the brand masters.