It Can Wait

     No post, glance, email, search, or text is worth your life. For this week's reflective response, I will be talking about a very powerful PSA on the dangers of texting and driving. I saw this PSA on YouTube, called "It Can Wait", which was actually a commercial made by AT&T. The PSA followed six people on a regular day. It started off with a teenage boy riding his bike. The camera follows him as he rides through the neighborhood and we can hear his thoughts about his surroundings. Then we are introduced to a mom and her young daughter in a car, talking about her daughter's doll. After that, we meet a man on the phone in the car with his wife talking about the lottery and contemplating on where to eat. In the neighborhood, we see a women watering her plants while a man is inside watching tv. Everything in each person's lives is seemingly normal. They are just going about their everyday lives, an average day. However, the mother glances down at her phone, to see that everyone loves the photo posted of her daughter. In that split second, the lives of all of those people change. Suddenly, there is a car crash between the man on the phone and the mom and her daughter. The boy on the bike, the woman watering her plants, and the man watching TV are in shock. They had just witnessed a brutal accident that turned their simple day into a horrific memory. Everything goes into slow motion, and we can see the reaction in each person. Everything rewinds until it is seconds before the crash where the mother makes the decision to look down. Using your phone can wait. That decision can change the lives of a lot of people, not just you. I really liked this PSA because it was just so powerful. Before the crash, the video seemed slow-paced. I think the reasoning for this is because the people were just going about their everyday activities, it seemed so realistic. You kind of got to know a little about each person, so when the crash happened, the video just seemed to be very sudden, shocking. I know that I was shocked, and that it felt heart breaking to see these people get into a crash over a post. Technical wise, I thought it was color graded nicely, had great shots, and excellent sequences. I also really liked the message title with the fill in the blank at the end. Distracted driving is a big issue that can injure others. It can wait. Well, that is it for this week's reflective response! Thanks for reading! Bye!