Monday, October 15, 2018
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Tool's Phillip Montgomery Directs "Reasons To Ride" For Uber, MADD


Robert Goldrich
Wednesday, Oct. 10, 2018


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Uber, Mothers Against Drunk Driving (MADD) and Tool of North America teamed on a campaign that calls attention to the all-too-common excuses for drunk driving, replacing them in this spot with “Reasons To Ride” other forms of transit ranging from Uber to train or bus.

Tool’s Phillip Montgomery directed this public service message which contrasts scenes of people giving a reason for driving drunk with scenes of Uber, train and bus drivers echoing the same “excuses”--except they’re reasons for riding transportation provided by a sober driver.


Client Uber, Mothers Against Drunk Driving Agency In-house at Uber Paulie Dery, executive creative director; Rian O’Neill, creative director; Bryan Evans, art director; Meg Gallagher, copywriter; Tim Chi, Sam Heller, producers. Matt Dernlan, motion graphics; Will Gurney, Yussef Kuri, Nick Silver, strategy. Production Tool of North America Phillip Montgomery, director; Dustin Callif, managing partner; Nancy Hacohen, managing director; Brad Johns, exec producer; Sean Bagley, DP; Denise Rochietti, line producer. Editorial Beast Tim Brooks, editor.

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