‘Don’t Mess’ Texans Ride Again

Tuerff-Davis TV Spots Relive Series Favorites
DALLAS–Tuerff-Davis EnviroMedia’s first litter prevention campaign for the Texas Department of Transportation relies on familiar faces from the client’s advertising past.
Three of six planned 30-second television commercials retain the “Don’t mess with Texas” tagline created by former shop GSD&M of Austin, Texas. In the spots, airing statewide through August, actors portraying average Texans reminisce about their favorite “Don’t mess with Texas” ads.
Each spot uses clips of previous commercials featuring Texas celebrities and musicians like boxer George Foreman, The Fabulous Thunderbirds and Lyle Lovett.
Austin-based Tuerff-Davis won the state account in April in a joint pitch with The Davis Group, Inks Production Co. and NuStats International, all located in Austin. GSD&M, which handled the account for 12 years, declined to defend the business, which has annual billings of $1.5 million.
Agency president Kevin Tuerff said three additional television spots breaking in September will introduce a contest in which state residents can vote for their favorite “Don’t mess with Texas” ad. A viewer will have an opportunity to appear in a future commercial.
Voting will be conducted on the Internet and possibly via a toll-free number, Tuerff said. The winning ad and voter will be announced during election coverage on Nov. 3.
The anti-litter campaign also includes the first use of outdoor advertising. Boards are slated to go up in major markets around the state next month. –Steve Krajewsk