Werner Herzog applied his legendary eye to a very particular piece of brand content–an anti-texting-and-driving documentary from AT&T and BBDO that takes a heartbreaking look at vehicular tragedy from the perspective of victims and perpetrators.
If you had to make a list of filmmakers who are unlikely to partner with a brand on a major new campaign, Werner Herzog’s name would probably be near the top. (Herzog in the 1980 documentary Werner Herzog Eats His Shoe: “We have to declare holy war against what we see every single day on television. I think there should be a real war against commercials.”) Selling products is not what the man is about. But when the goal of the campaign is to get someone to use a product less–and the consequences of using that product at the wrong time can be life-and-death–then you’ve got the legendary German director’s attention.
That’s how Herzog came to direct to the documentary From One Second to the Next, which is part of the “It Can Wait” anti-texting-and-driving campaign from AT&T and agency BBDO New York. “I was approached and immediately knew that this was something I should do, and I knew I was competent to do it,” Herzog tells Co.Create.
The 35-minute film, which premiered on Thursday and is available to watch for free on YouTube–and which will be distributed to more than 40,000 high schools around the United States–is a brutal piece of documentary storytelling in which both the perpetrators and the victims of texting and driving open up about the ways that the collisions have changed their lives. The film also lives on the site ItCanWait.com, where visitors can take a pledge not to text and drive, share their own stories and see stats on the problem (including this troubling one: 75% of teens say texting and driving is common among their friends).
Read more and see the video at Fastcocreate