Impact Teen Drivers, Jon Hamm’s non-profit company promoting focused driving, has released a new campaign video which humorously sheds light on a sensitive issue.
The short clip, titled The Dentist, was recently released on Vimeo. It both cleverly and clearly conveys the message of the project. Though perhaps not ideal for those with dental fears, the video illustrates the issue of distraction by showing the effects of multitasking in the context of dental work. The dentist in the film, along with his assistant, are doing just about anything except their job. The outcome, like the results of distracted driving driving, are not pretty.
Approaching such a delicate issue with humor is a tricky technique to pull off. Despite this risk, Impact Teen Drivers has mastered this method, and should serve as an example to other causes. The PSA comes off as relatable, not preachy, and conveys the goals of the non-profit with new-school style.
Key Themes Behind This Trend
- Humorous Psas
- Disruptive innovation opportunity: Businesses can create public service announcement campaigns that use humor to effectively convey sensitive issues.
- Relatable Messaging
- Disruptive innovation opportunity: Companies can develop messaging that is relatable and avoids sounding preachy, allowing them to effectively communicate their goals.
- New-school Style
- Disruptive innovation opportunity: Organizations can adopt a fresh, contemporary approach in their campaigns to engage their target audience with greater impact.
Where This Applies
- Non-profit
- Disruptive innovation opportunity: Non-profit organizations can use humorous and relatable messaging to drive awareness and engagement for their causes.
- Advertising
- Disruptive innovation opportunity: Advertising agencies can incorporate new-school style and relatable messaging in their campaigns to make a lasting impression on their clients' target audience.
- Public Safety
- Disruptive innovation opportunity: Public safety organizations can leverage humor and relatability in their PSAs to effectively convey important messages and encourage behavior change.
