Rob Pritts delivers everything you’d need for a gag, but not for an emergency in the comically informative :30 PSA “Emergency Supply Kit” for The Red Cross out of BBDO, Atlanta. The PSA features a husband attempting to justify his funny-but-useless emergency supply kit selections to his wife.
“Emergency Supply Kit” opens on the couple in a darkened, candlelit basement. Notes the wife, “That was some storm,” followed by her cheerful husband grinning ear-to-ear, “Good thing I packed an emergency kit.” He opens it to reveal: chocolate frosting, soy sauce, a bag of glass. He also takes out a stuffed squirrel, “Here’s Nancy. Can you hold her?” His wife recoils as he hands Nancy over. A board game, nunchucks and ‘DJ Parking Only’ sign follow, to which the wife declares, “We’re doomed.” A voiceover concludes as the couple prepares properly, “Try having a better plan. The first step is putting together a three-day supply of useful items.” The American Red Cross / Prepare SoCal logo closes out the PSA.
The campaign also includes a :90 version for the web.
Client: The American Red Cross
Spot title: “Emergency Supply Kit,” :30 (broadcast) and :90 (web)
Airdate: currently airing
Where shot: Los Angeles, CA
Agency: BBDO Atlanta
Copywriter: Scott Biear
Art Director: Silver Cuellar
Agency Producer: Todd Johnson
Production Company: Backyard Productions
Director: Rob Pritts
DP: Florian Stadler
Producer: Kevin Sharpton
Executive Producer: Kris Mathur
Editorial Company: Optimus LA
Editors: Justin Amore, Kaitlin Zaumseil
Editorial Producer: Therese Hunsberger