Meet The Robbers
For several years, we’ve had the honor of creating Super Bowl PSAs for the Missouri Department of Transportation (MoDOT), each one an opportunity to turn a serious safety message into something memorable. This year the spotlight was on Missouri’s new hands-free law, which prohibits drivers from physically holding or touching a handheld electronic device while driving. With the law newly in effect and the Super Bowl offering Missouri’s biggest stage, the timing was perfect to reach a broad audience with a message that mattered.
The Heist
The challenge wasn’t just to announce a law, it was to make people care about it. Instead of a heavy-handed warning, we wanted to highlight why the law matters: you can’t do two things at once, especially behind the wheel. Enter The Robbers, a humorous 30-second spot featuring members of the popular band The Comancheros. The ad’s simple, relatable truth, you miss a lot when you’re on your phone, resonated with audiences immediately, turning a potentially dull PSA into something relatable, easy to understand and something people actually wanted to watch and share.
MoDOT Super Bowl :30
The Return
After the success of the hands-free campaign, MoDOT brought The Robbers back, this time with a twist. For the Drive Sober campaign, our favorite burglars found themselves behind bars alongside a drunk driver and a high driver. The message? Obviously, driving impaired is illegal, so why do people treat it differently? The creative evolved naturally while maintaining the humor and familiarity that made the first spot a hit.
MoDOT Drive Sober :30
The Getaway Plan
With an extended campaign flight, the Drive Sober campaign used an omnichannel approach including broadcast TV, streaming audio, connected TV, social platforms, YouTube, gas-station TV, and even in-bar placements like coasters, posters, and mirror clings reminding people to “Speak Up for a Sober Ride.” Each placement was intentional, meeting audiences where they were with the right message at the right time.
MoDOT Drive Sober Bar Poster
MoDOT Drive Sober Bar Coaster
MoDOT Drive Sober DOOH for the Kansas City Power and Light District
MoDOT Drive Sober :30 for Radio
The Takeaway
The response to both campaigns was overwhelmingly positive. Engagement rates exceeded expectations, video completions beat industry averages, and the combined efforts generated more than 37 million impressions. Beyond the numbers, The Robbers campaign proved that humor, when used thoughtfully, can make safety messages more relatable, memorable, and effective.
We chose to feature this campaign because it perfectly captures what we strive for, creative that connects, adapts, and drives real behavior change. It also showcases our team’s ability to build on success, using data and audience insights to shape future work. From concept to execution, The Robbers is a testament to what can happen when strategy, creativity, and purpose come together.
