0:00-0:01- The Ad starts off showing a family SUV parked in the driveway of a suburban home and all the doors on the car close simultaneously.
0:02-0:04- The scene switches to the inside of the car. There are two young boys, possibly brothers, sitting next to each other in the second row of the family’s truck and fighting over a bag of chips. The visual goes into slow motion then switches over to an older girl in the third row of the car, who is assumed to be the older sister, listening to music through her headphones while banging on the seats with her two drumsticks and blowing a bubble with the gum in her mouth. She appears to be in her own world, not paying attention to the fight her brothers are in just one row ahead of her.
0:05- Now, the father, who is also the driver, is being focused on. He appears to have an impatient look on his face as his children are in the background making a lot of noise and playing around.
0:06- 0:09- With the film still in slow motion, the scene first goes back to the daughter in the third row looking out the window with a fully blown bubble of gum coming out of her mouth. Next shows the two brothers again in the middle row still yelling at each other over the single back of chips. Then, to the mother in the passenger seat as she opens her mouth to scold her children. At these three seconds, you can hear the sounds in the background quickly growing more intense, indicating that this scene is leading up to the climax of the advertisement.
0:10-0:13- The rearview mirror is now in focus and the father’s eye looking into the back seat. Here, the daughter is shown yet again. The big wad of gum that she blew into a perfect sized bubble bursts back onto her lips causing a dramatic popping sound. The big bag of chips that the brothers were fighting over rips apart and the contents of the bag go flying all around the car.
0:14-0:16- Back up to the driver’s seat, the father looks into the camera, gripping the steering wheel and takes a long, deep breath. He is patiently waiting for the kids to settle down.
0:17- The two boys in the middle row are now in each other’s faces over the ruined bag and the sister is suddenly taken out of her daydream with a surprised look on her face. They all freeze and together, quickly their attention goes to the front of the car. The two boys, with guilty faces.
0:18- In the passenger seat, the mother is turned around looking back with wide eyes and tight lips, she mouths the word “Now!”
0:19-0:22- Frightened, all three of the kids quickly stop what they’re doing and turn to grab their seat belts and fasten themselves in.
0:23- With the scene now back in regular motion, the focus goes back to the father who looks and smiles at his wife, a look of relief.
0:24-0:26- Now the camera is zoomed out and focusing on both parents, with a view of the kids in the back. The mother brushes a chip from the bursted bag off her shoulder and turns back to face front. The father’s smile turns into a sign of relief as he adjusts his hands onto the steering wheel. All the children in the back are now finally behaving, buckled in and ready for the ride.
0:27- The SUV is now pulling out of the driveway in which it was parked.
0:28-0:30- The family SUV is now driving off down the street as the words appear on the screen and a man’s voice reads, “Don’t give up until they buckle up”
Rowan Counterintuitive 