Directed by James Brown via Spy Films, the first TV spot features a driver's eye view of a woman in the passenger seat of minivan. "When are you going to stop drinking and driving?" she asks. "After one of your friends gives you a dirty look? Or are you going to wait until a cop gives your a warning? Or is it just going to be when finally you realize that losing your license could maybe mean losing your job? Or are you going to have to run through a stop sign?" At the startling climax of the commercial, however, we realize the driver hasn't stopped soon enough.