SHOOT (September 10, 1999) p.16
Section: The Best Work You May Never See
"RAVE". - by Millie Takaki
The PSA for Mothers Against Drunk Driving (MADD) touches upon other,
lesser known ramifications of alcohol use by teenagers.
The spot opens on a hopping nightclub packed to the rafters with young
people who are dancing and scoping each other out.
A young man approaches a teen girl and breaks the ice--but not with your
typical pick-up line. "I was checking you out," he says, and describes
his ideal evening with her. "We could go to my car, have a couple of
beers, fool around a little big. I can give you herpes, Okay?"
She thinks his proposition for a moment and replies, "Yeah. That
sounds great."
A voiceover then explains that "underage drinkers are more likely to
contract sexually transmitted diseases like HIV and AIDS."
The PSA is tagged with the MADD logo and the message "Face The Brutal
Truth About Underage Drinking."
"Rave" was directed by Paul Hunter via bicoastal Mars Media, a
satellite of bicoastal HSI Productions. The DP was Brian Agnew.
The spot was conceived by a contingent from McCannErickson Southwest,
Houston, including copywriter Shannan Easter, art director Matt Klug
and producer Stephanie Murdoch.
Editor was Harvey White of Bedlam, Santa Monica. Lead online/Henry
artist was Ernie Camacho of HD West, Santa Monica, who teamed with
online/Henry artists Steve Kokov and John Merrified of Fence Post,
Santa Monica. Audio mixer was Gerhardt Joost of Groove Addicts, Los
Angeles. Colorist was Stefan Sonnenfeld of Company 3, Santa Monica.
Composers were Peter Yore, Marc Dauer and Wait Vincent of Burrito
Brothers, Venice, Calif.
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