Client: The Dawn Project
After the success of a series of impactful New York Times print adverts, the client decided to pursue TV advertising during Super Bowl LVII as part of the non-profit's larger campaign calling for a ban on Tesla's Full Self-Driving cars.
Realising the short turnaround time, a concept was created using a series of existing footage, focusing on the concerning dangers to pedestrians raised during repeated vehicle testing. The commercial ran in a series of major US markets and generated substantial press interest for the campaign and client.
Press Highlights:
The following year, the client looked to repeat the low cost, high impact effects of the prior commercial. Once again working with the constraints of using only existing footage, two creatives were produced. With the client happy with both options, both were utilised for a second year of TV advertising during Super Bowl LVIII across similar major markets.
The dual commercial approach replicated the preceding year's high level of impact, helping to appeal to policymakers and further the non-profit's cause.
Press Highlights:
