0:01. The scene opens with the view of the back of a black Jeep moving at a constant speed. The speed never changes throughout the entire ad. It is moving at a speed that would possibly kill someone if the jeep were to strike a person. The paint on the Jeep is chipping away revealing the bare metal underneath the coat of paint. This indicates that the jeep is old and driven frequently, but the driver does not care about the appearance probably because he is extremely invested in his mission. We can make the inference that this is not an ad for the Jeep brand, otherwise the Jeep would be in pristine condition and shown in an attractive manner. There is no cover over the vehicle, possibly to enhance the driver’s view of hi surroundings. There is a roll cage present. To the left of the classic spare tire on the back of the trunk door, is a magnet that reads “I believe” and a silhouette of what appears to be the mythical creature Bigfoot. The vehicle is traveling down a dirt path surrounded by bare trees. The sky is covered in gray clouds which shield most of the sunlight making the ambience appear dull and gray.
The camera pans out to reveal the male driver wearing an akubra style hat with the brim wrapping all the way around. He is also wearing a brown leather jacket, suggesting he is an explorer type.
0:02-3. The audience appears to be ‘sitting’ in the passenger seat with the view of an air freshener dangling from the rearview mirror. It is shaped similar to the silhouette on the magnet from the back of the Jeep.
0:04. The camera points down into the vehicle from overhead. On the passenger seat lies a map. On top of the map is a set of binoculars where an iPhone is placed with the screen facing upwards. The binoculars and the map are clues to indicate that the explorer has been searching for Bigfoot for quite some time. The interior can be described as old, the gauges are non-digital and the speedometer is in the middle of the dashboard where the radio would be normally. The radio is hanging from underneath the dashboard right below all of the gauges.
0:05-6. The camera zooms in on the iPhone as to draw the audience’s attention to it. With that, the screen illuminates and it is clear that it is a text from a person assumed not to be present at the scene.
The camera cuts to the drivers face for the first time and the audience can see that the driver is a fairly young male, possibly around twenty-five years old. His skin is very smooth and hairless. The frames of the glasses on his face are large, they cover from the top of his cheek bone to the very bottom of his forehead. There is an ‘O’ symbol on the arms of the glasses; ‘O’ meaning the brand Oakley. Oakley glasses are commonly known for their high prices and high fashion quality.
0:07-9. Text appears on a black screen stating “The average text takes your eyes off the road for 5 seconds.” It only appears for a mere three seconds and cuts back to the scene.
0:10-11. The driver is now reading the text while driving the vehicle at a high rate of speed (the speed still has not changed from the beginning). The text that he received reads “Are you still hunting Bigfoot?” this confirms that the driver is indeed searching for the mythical creature.
0:12-14. At a different angle now, the Jeep drives straight toward the camera as if it were “standing” in the middle of the dirt road. The license plate reads “BF HTR” which is assumed to mean ‘Bigfoot Hunter.’
Bigfoot walks in front of the camera but we only see from his chest to his torso. Bigfoot doesn’t appear to be terrifying at all. In fact, he looks as fluffy as a giant brown teddy bear. Bigfoot swings his arms while he walks in a doofus like fashion. Since the driver is too worried about his phone, he does not even realize that he almost struck the creature that he has been searching for. The filmmakers intention is to emphasize the importance of keeping eyes on the road. Bigfoot looks as though he can have a mother that loves him. The fatal accidents caused by distracted driving can have horrendous repercussions for everyone involved.
0:15. There is a close up of the cell phone and the driver finishes the text, sends it, and places the phone back on the passenger seat.
0:16-18. We see the driver from the eyes of the figurative passenger and he is intently looking at the surrounding area indicating he is searching for bigfoot.
0:19-22. The audience looks at the vehicle travelling along the road as if they were in the woods looking out towards the road. The words “Just enough time to miss Bigfoot” are across the top of the screen. Then we see the familiar body of Bigfoot walk across the screen one more time at the same angle we saw him the first time.
0:23-25. The screen fades to black and the words “And so much more…” are displayed on the screen. The filmmaker is clearly referring to the possibility of a fatal accident due to texting and driving.
0:26-30. A website is now on the screen called ‘stoptextsstopwrecks.org’ this confirms that this is a no texting and driving ad.