Crash Test Jr.

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We've seen crash test dummies in many a context, but none so creepy as the crash test kids in the Errol Morris-directed "Anthem," from the Ad Council, the National Highway Traffic Safety Administration and ace Leo Burnett creatives Kash Sree and Jeff Labbe. There's something about a dummy hugged kid-style by Daddy, backed by Michael Lynman's haunting music, that sticks in the mind's eye like a head-on collision. Which we suppose is a good thing, because this spot has a message that actually matters. "You wouldn't treat a crash test dummy like a child, so why treat a child like a crash test dummy?" is the tag, the point being that nine out of 10 children who should be in car booster seats, aren't. Morris reportedly shot 35,000 feet of film-nine times what is shot for the average commercial-to make this spot. So how about an HBO special, fellas?

Client: The Ad Council/NHTSA Agency: Leo Burnett USA CCO: Mark Tutssel CD/CW: Kash Sree CD/AD: Jeff Labbe Agency Producer: Jennifer Leimbrook Director: Errol Morris/ Editor: Angus Wall/Rock Paper Scissors Music: Michael Lynman

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