Radio Public Service/Social WelfareEntrant:
Ace Saatchi & Saatchi,
Toyota - Don't Text and Drive "Text ECG"
Credits Corporate Name of Client: Toyota Motor Phils Client Account Director: Dax Avenido Agency Account Director: Carol Arellano Agency: Ace Saatchi & Saatchi, Makati City Executive Creative Director: Andrew Petch Creative Director: Tony Sarimento Copywriters: Andrew Petch/Paolo Agulto/ Bia Fernandez/Tony Sarmiento Executive Agency Producer: Telly Arce Agency Producer: Carlo Perlas, Loud Box Account Managers: Norbert Pineda/Aye Ortiz
Basic description of the project: Toyota wanted us to help them remind the public about the dangers of texting while driving. So we created radio ads that used texting tones to demonstrate the horrible things that can happen to people because of this dangerous habit. The first radio, titled "Siren", was a series of text tones that eventually formed an ambulance siren sound effect. The second, named "ECG", was a series of text tones that eventually formed an ECG machine sound effect. Both radios hammered home the point by ending with a grim reminder about the dangers of texting while driving.