Whether you were cheering for the Falcons or the Patriots in the Super Bowl, no doubt you also paid attention to the ads. They often end up being more entertaining than the game. And if you watched in Utah and were paying attention to the ads, right before the start of the 4th quarter, you may have seen the winner of the Zero Fatalities video contest proudly introducing his safety message to Utah audiences.
When it comes to creating a Super Bowl ad, handing over the reigns isn’t usually a good tactic – well unless you’re Doritos and can offer over $1M as a cash prize and the National Super Bowl airtime.
But unlike Doritos, Zero Fatalities wasn’t focused on receiving a professional quality ad with their “Zero Bowl Teen Video Contest.” Instead, the focus was on the process the contest provided. By providing the Super Bowl ad as the trophy, Zero Fatalities motivated teens to talk to teens, in advocacy for safe driving behaviors. And if you’re in the business of behavior change, what better advocacy could you have for safe teen driving than peer to peer?
The “Zero Bowl Teen Video Contest” began in November, and the submission deadline was January 6. Zero Fatalities received over 70 video submissions. A panel of judges selected our 5 finalists, including the winning video. All finalists were aired on the day of the Super Bowl, with the winning video being aired during the Super Bowl in the Utah market.
As you’ll see in the finalist ads, like many of the video submissions, a lot of thought and planning went into these safe driving messages. So enjoy watching from #5 to the winning spot:
5th Place – Fayth Melton, Herriman High School
Fayth’s entry probably had the highest production value. Working with Unified Police, SWAT and her local school enforcement officer, her video shows the traumatic consequences of distracted driving. She includes a dramatic arc that starts with an innocent text from her mother to a visit no law enforcement officer wants to make.
4th Place – Isaac Bowen, Corner Canyon High School
Isaac’s spot was the most cinematic, including beautiful views of the western shore of Utah Lake. His creativity is on full display as he transitions from a teen driver out on a drive to his younger brother knocking a toy car off the table as he answers the vibrating phone.
3rd Place – Kyle Ransom, Logan High School
Kyle’s spot is easily the funniest of the finalists. Wouldn’t everyone drive differently if Grandma was riding shotgun? Interestingly, Kyle’s real grandmother is not in the spot. He asked his neighbor to play the role. She nailed it.
2nd Place – Amy Miller, Lone Peak High School
Amy’s video is an outstanding achievement. Well-crafted, well-written and hauntingly shot, Amy educates her viewers on the dangers that not buckling up can pose to not only the unbuckled passenger, but also to others in the car who may be hit by a human projectile. Be sure to stay for the darkly humorous and sober ending as the body bag delivers one last plea to the viewer.
1st Place – Sterling Jones, St. George
Sterling’s message shows the power of peers to influence driving habits, especially when it comes to teens. Despite Mom and Dad’s best efforts, they might get tuned out. But if your best friend is telling you to buckle up, how can you say no? Sterling made great use of music, a GoPro camera, rooftop locations and had the best closing tagline. You’re ready for the advertising business, Sterling!
Utah teens are very talented and creative. It was extremely difficult to narrow down the entries, so visit the Zero Fatalities YouTube channel to see some noteworthy honorable mentions. And leave your comments below, we’d love your thoughts on this campaign.