Get Turned Off. For Good. Calgary is the corporate heart of Canada's fossil fuel industry. In the past few years, the city has enacted a number of initiatives to improve the city's environmental image. Unnecessary vehicle idling accounts for an enormous amount of wasted resources at significant cost to individuals as well as the city's air quality and overall carbon footprint. Cold-climate cities like Calgary face the additional challenge of altering driver habits and behaviour when temperatures can hover for weeks in the sub-zero range. Warmist or anti-Warmist arguments aside, the premise that needless vehicle idling in large metropolitan areas exacts a heavy toll on every citizen's overall quality of life set the stage for portraying the practice in the same light as other socially aberrant or unacceptable behaviours - like urinating in public. The benignly upbeat tone and manner of the "portrayal" of ordinary people obliviously relieving themselves in a variety of public venues is an intentional simile for the equally casual and benign manner in which people idle their vehicles as they go about their daily lives. The 'carefree' portrayal and whimsical 'Marie Antoinette' soundtrack stand in deliberate and marked contrast to the simple and disarmingly direct message conveyed by the voice and closing graphics. Like smoking, drinking and driving, spousal abuse and host of other 'no-longer-socially-acceptable' behaviours, needless vehicle idling is fast becoming worthy of the same social 'pariah' status.
Advertising Agency: JOE Media Group, Calgary, Alberta, Canada Creative Director: Christopher Heatherington Art Director: Dwayne Smolnicky Copywriter: Christopher Heatherington Photographer: Craig Wrobleski Director: Philip Kates Producer: Matt Gillespie DOP: Craig Wrobleski Producer/Production Manager: Sue Hutch Production Coordinator: Missy Vanaas Set Production Assistant: Brett Ferster Camera Assistant: Steve Sebert Gaffer: Rob Turko Best Boy: Keith Marion Generator Operator: Nevin Merrels Key Grip: Mark Woodgate Grip: Danny Cougil Art Assistant: Katie Kidd Art Production Assistant: Inken Richter Locations: Darryl Solly Catering: Margie Hope Published: March 2010