NY Agency Vets Add Twist to Texting While Driving PSA

By Kiran Aditham 

Despite numerous campaigns and laws passed over the years, the “texting while driving” phenomenon continues to cause far too many wrecks.

So now, a group of NYC-based advertising and production folks whose resumes include stints at BBDO and BBH NY aims to raise awareness of the problem with a 30-second film for the organization TxtResponsibly.org. This time, though, the parties involved decided to tweak the usual texting-while-driving PSA formula by replacing mobile devices with deadly metaphor.

Aimed mainly at teens, the spot — currently running on YouTube pre-roll and local stations — was shot over a weekend in New Jersey and seemingly takes its cues from Russian Roulette.

Still, its blunt messaging is relevant to all age groups.


Client: txtresponsibly.org

Director: Thomas Shim

Cinematographer: Anthony DeRose

Producer: Mike Wallach

Art Director: Jamie Shin

Copywriter: Sarah Rosenshine

Editor: Alison Mao

Mixer: OwenShearer

Colorist: Jaime Obradovich

Compositor: Lynzi Grant

Color Facility: Company 3

Special Effects: The Artery VFX

Post Producer: Katie Andrews

Actor: Hyten Davidson

Gaffer: Matt Pecca

First Assistant Camera: Ian Bracone

Key Grip: Corey Bracone

Swing G&E: Manny Santiago