Los Angeles-based Boxer Films director Rodrigo Garcia Saiz gets literal in the provocative (and bloody) new :60 “If You Drink, Don’t Drive” for Coexistence without Violence out of the Mexican agency Anónimo. Coexistence without Violence emerged in 2005 out of a movement that aims to promote a culture of legality, safety and health amongst young adults. Produced by Saiz’s Mexico City-based Central Films, the spot features four youths cheerfully leaving a bar at night, stumbling into a parked car. The all-too familiar scene quickly devolves into a bloodbath, highlighting the deadly consequences of drinking and driving.
“If You Drink, Don’t Drive” opens on a dimly lit alley with a neon blue ‘BAR’ sign on one side and a parked car on the other. As the bar’s double doors swing open, energetic dance music spills out along with four drunken men and women. Both women and one of the men laugh and dance their way into the car, taking their places in the passenger seats. Upon closing the car doors, the remaining man casually walks around back to his trunk where he pulls out a loaded shotgun. One after another, he dispassionately shoots each of his friends, their blood splattering across the windows. He then walks to the driver’s side where a super appears, “It doesn’t matter how. Killing your friends is killing your friends.” The spot closes with the tag, “If you drink, don’t drive,” as the man starts the car and drives away.
Comprised of award-winning filmmakers, shooters, cutters and development minds, LA-based Boxer Films is an ideas machine where collaboration is king. Since 1999, Boxer has delivered with this as its credo, continually breaking new ground in branded content, interactive and broadcast. Founder/EP John Clark, EP Beth George and EP John Barrerio have fostered a results-driven, family-like creative culture that makes Boxer the ideal creative partner in any quest for exceptional storytelling.
Boxer director Jim Zoolalian’s 14-minute short film “Miracle” recently took home a Coup de Coeur at the 64th Cannes International Film Festival and Boxer director Rodrigo Garcia Saiz received a 2011 Cannes Gold Lion for his AMIS :30, “Office.
Client: Coexistence Without Violence
Title: “If You Drink, Don’t Drive”
Chief Creative Director: Rafael Martinez
Creative Directors: Raymundo Lopez, Arturo Castilla
Art Directors: Jorge Mendez, Aldo Chavez
Copywriters: Carlos Allec, Alex Gonzalez, Aldo Chavez
Director General: Alejandra Ballesteros
Agency Producers: Alejandro Fernandez
Production Company: Central Films
Director: Rodrigo Garcia Saiz
Editor: Leonel Perez
Post Production: Leonel Perez, Central Films
VFX: Central Films
Audio: Bernardo Bravo, Zona Cero Audio