Everyday is ordinary, until it isn't. That's the message of a new PSA from FEMA and the Ad Council, out of Leo Burnett. Based on research that indicated that emergency preparedness often doesn't happen because people don't think an emergency can take place in their communities, the new film focuses on how ordinary and commonplace everything seems right before something terrible happens. Using the splitscreen technique, which seems to be the creative trick du jour, the spots feature a typical day in the 1980s, juxtaposed with a typical day today. The campaign was created pro-bono by Leo Burnett.