Meet The Robbers
For several years, we’ve had the honor of creating Super Bowl PSAs for the Missouri Department of Transportation, each one a chance to turn a safety message into something memorable. This year, MoDOT wanted to use the platform to spotlight Missouri’s new Buckle Up Phone Down law.
But rather than simply announce this law, we aimed to dig deeper, to shine a light on why it matters. Because contrary to popular belief, we can’t actually do two things at once, especially behind the wheel.
Enter “The Robbers.” This funny, charming 30-second spot, featuring members of a popular band, the Comancheros, highlights the simple truth: you miss a lot when you are on your phone.
The response?
Overwhelmingly positive. Because of that, when it came time to develop the Drive Sober campaign, we brought the robbers back. This time they appear in a jail cell along with someone who was high and someone who was drunk. The message is clear: driving impaired is just as illegal, and should be just as unacceptable, as robbing a house. So why do people treat it differently?
We carried this bold and humorous concept into posters, radio spots, promoted posts, mirror clings and more. We utilized bar coasters to tease a companion message: “Speak Up for a Sober Ride.” By pairing this with the Drive Sober campaign, we are working to normalize asking for or suggesting a sober ride.
MODOT Super Bowl :30
MODOT Drive Sober :30
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
Once again, the response was overwhelmingly positive with
over 37 million impressions.
These campaigns prove that even with serious subject matter, humor can be a powerful tool for telling the story and driving real behavior change.
