R&R Partners - Valley Metro
Finalists - Television
Jennifer Harlan; Karen Rulapaugh; Fletcher Whitwell
The public transportation agency in Phoenix gave R&R Partners a scant $40,000 to do nothing less than reduce mass pollution. How? Encourage carpooling. Cleverly, R&R realized that another PSA-type ad pushing commuters to "go green" or face Armageddon would probably get lost in the smog, er, clutter. So, it partnered with the local affiliate to develop a spot connecting its message with the new comedy Carpoolers on ABC. The ad began with a talking car lamenting the loss of independence carpooling can bring. But it ended with an amusing clip from the ABC series that suggested sharing a ride can be a source of companionship and fun. Hits on a share-a-ride Web site increased, showing that the campaign at least got the anti-carpool crowd to think twice.