A wake up call with 'Backwards' TVC

Clemenger BBDO Wellington & Prodigy director Matt Palmer have created a new commercial for the New Zealand Transport Agency.

The spot, which is notably set in reverse, shows a poignant series of events of how a young man came to stand scared and alone in front of a sombre judge from enjoying a night out with friends.

The aim of this commercial is that the viewer's relate to the man in question, a likeable guy who seems alien in his role of a criminal.

The highly visual spot, uses just one line of dialogue. The line, which comes at the most significant moment shown at the end of the spot for the viewer, but the beginning of the story being portrayed - 'If you drink then drive, you're a bloody criminal'.

Situations encountered include the man's lonely courtroom appearance, the night he was forced to spend inside a police cell, the devastating moment he failed his breathalyser test, and the casual yet crucial split-minute decision he made to pick up his keys and drive home.

http://www.prodigyfilms.com/prodigyfilms_director_matt_palmer_criminal_nzta.aspx

Credits:
Client: NZTA
Production Company: Prodigy
Product: Drink Driving
Director: Matt Palmer
Title: 'Backwards'
Producer: Helen Naulls
Duration: 1x 60” TV
DOP: Mark Pugh
Agency: Clemenger BBDO Wellington
Editor: Phillipe Lods
Creative Director: Paul Nagy
Group Account Director: Linda Major
Copywriter: Jon Pickersgill
Account Executive: Kate Maclean
Art Director: Sarah Jackson
Post Production: Digital Post
Head of TV: Marty Collins