• 0:00-0:01 The Ad starts of in an ambulance with two injured men inside along with a male and a female EMT. One of the men is more seriously hurt and is being attended to by the EMT’s. The camera then focuses in on the man who is less injured’s face. He looks extremely upset as if he knew the man on the table and he was close. Their injuries look like ones that would be consistent with a car accident.
• 0:03-0:08 The man on the table beings to die as the EMT’s struggle to save him. The less injured man begins to calm down slightly and starts talking to himself. He seems to be trying to put his mind at ease about something. He then begins to sob once again even more than before. His body language suggested that he was talking to try and forgive himself or justify something he did. He then realized that he couldn’t and began to cry again.
• 0:09-0:16 The man begins to cry and he puts his face in his hand. The EMT’s then look at up at him and stop working on the man on the table. The look at him surprised. It looked like he said something that offended them since they stopped working. The EMT’s were focused on their patient, but then in response to what that less injured man said they stopped working and looked at him. The male EMT then said something back to the less injured man and after he said it his body relaxed and he seemed calm. Now it seemed that what the man said put the EMT’s at ease.
• 0:17-0:19 The patient on the table who was dying sits up and begins to speak. This event that would clearly be shocking and perhaps frightening doesn’t seem to stun anybody in the ambulance. The man shot up and was miraculously healed, and unless one of the EMT’s was Jesus this would be am upsetting event. This could also suggest that the mans injuries weren’t to serious because of what the other less injured man said. Maybe what the less injured man said had something to do with the seriousness of the accident they were in.
• 0:22-0:25 After the man has been sitting up the camera focuses on the faces of everyone and there is a general sense of calmness coming from their facial expressions. It seems like everything is okay or that nothing really happened. The more injured mans face is still badly cut and he is wearing a neck brace. He is however talking and is very calm and sitting upright. Then suddenly the man drops down on the table again and the EMT’s again being to work on him. All of the sudden he’s dying again and the less injured man is again crying hysterically. It seems like the situation is back to reality and everything that is supposed to happen is happening all over again.
• 0:26-0:31 The less injured man is crying again and the other man is dying, while the EMT’s try and save his life. As everything is going down a message pops up that says, “Buzzed driving is drunk driving”. This message clarifies that everything that went down was a result of drunk driving. It can be assumed that the less injured man was the driver, while the other man was a passenger. The less injured man was crying out of guilt because he was drunk driving, and his friend got hurt as a result. He must have said something along the line of “i was just buzzed” when he spoke midway. Then the EMT’s must have responded and gave the impression that the more injured man was fine. Then that same man sat up to indicate that he really was. However this was not the reality, and once this was realized every part of the situation went back to normal. It was to prove that just because you were just buzzed doesn’t mean that the consequences are any less severe. That is where the ad gets all of its power and meaning.

Ad Council