"Who is the Textarudo in your Family"
"Tell your Parents that Paul Samakow says that No seas Textarudo"
Animation introduces the character. Everyone has a Textarudo in their family. The message is now personal. Here, we poke fun at the Father. He acts like the child whose hand was caught in the cookie jar. I close with the slogan “not to be a Textarudo” and I tell people instead to “be responsible.” This expression provides the viewer with instructions and a negative label, as no-one will now want to be called a Textarudo, and it also provides a label that everyone will want, and that is to allow them to be identified as being responsible.
Animation introduces the character.
Again, the spot begins with animation to introduce the character. We see a parent driving. I tell children, effectively teenagers, to tell their parents that I said not be a Textarudo. This eliminates parents from scolding the children for talking disrespectfully to them, as I am the one telling them what not to do, and, I empower children to speak up to their parents. When children are delivering a message they cannot then contradict the message, so this commercial accomplishes changing behavior in teens, and in parents, who then must act responsibly in front of their children. Parents cannot object because the message is solid.
This is obviously a play on Alcoholics Anonymous. Texting while driving is now being portrayed as a disease. The behavior is one which is being recognized as needing to be stopped. Each person in the commercial tells a story. The woman thanks G-d the boy she hit did not die. The teen has to wear a bag over his head because he is so embarrassed. The group then is united at the end in delivering the message not to be a Textarudo.
Textarudo is part of the team. Here is a safety message telling the audience that it is okay to take a risk when playing soccer, but it is not acceptable to do so when driving. This commercial is the first that is not solely Textarudo oriented, but allows an inclusion of the character into other similar messages and will help transition other commercials to be developed with multiple messages.
New spots in the “lab”
Textarudo with a police officer
Textarudo and me sitting on boxes, me shaking my head… “what’s wrong with you?”
Textarudo at a school
If you’ve been in an accident, I don’t represent Textarudos
Textarudo is stuborn and does'nt want to quit texting while driving. It took some convincing from Attorney Samakow for Textarudo to "Promise" to stop texting and driving, as well as to tell his friends, family, including his parents to the same. This commercial is the first that is not solely Textarudo oriented, but allows an inclusion of the character into other similar messages and will help transition other commercials to be developed with multiple messages.