What the It Can Wait TV commercial - Clifton is about.

Title: "Clifton's Story: The Power of Choosing Life Over Texting"

Introduction:In the heartwarming and thought-provoking TV spot titled "Clifton," we delve into the compelling story of a young man and the life-altering consequences of a single distracted moment. This public service announcement (PSA) from the "It Can Wait" campaign highlights the dangers of texting while driving and the importance of making responsible choices. Brace yourself as we follow Clifton's journey and witness the profound impact a simple decision can have on one's life.

Engaging the Audience:The TV spot begins with a poignant close-up of Clifton, a charismatic and relatable teenager, navigating the ups and downs of adolescence. We see him surrounded by friends and enjoying the typical pleasures of youth – laughter, shared experiences, and a carefree spirit. The camera pans out to reveal Clifton at the wheel of a car, putting his life and the lives of others at risk.

The Incident:The scene transitions to a sunny day, where Clifton is driving down a familiar road. With an innocent click, he unlocks his phone and succumbs to the allure of a text message. As his attention drifts from the road to the screen, the atmosphere grows tense, a silent choir of panic building in the background.

Consequences Unfold:Suddenly, reality shatters as a loud crash reverberates through the air. The screen fades to black and we hear the chilling sound of sirens, as the words "Distracted Driving Kills" appear in bold white letters. The weight of Clifton's actions is intensified as the viewers are left in suspense, unsure of the outcome of this harrowing incident.

The Power of Reflection:The ad then transitions to a series of images that encapsulate Clifton's life before the accident – his grin, twinkling eyes, and infectious laughter, juxtaposed with the anguish of his family, doctors, and friends waiting anxiously for him to recover. These snapshots serve as a powerful reminder that one text can alter lives irreparably.

A Second Chance, A Change of Heart:The TV spot takes an unexpected turn as we witness Clifton's miraculous recovery. Shrouded in contemplation, he is shown remorseful and determined to share his story, hoping that others can learn from his mistake. The scene concludes with Clifton delivering a heartfelt and sincere plea in the form of a public service announcement: "Please, don't make the same mistake I did. It can wait."

The Call to Action:As the screen fades to black, the words "It Can Wait" appear, accompanied by a direct and compelling invitation to the audience to join the movement. As viewers, we are urged to take a stand against distracted driving by pledging not to text and drive and by encouraging others to do the same.

Conclusion:The "Clifton" TV spot serves as a powerful reminder of the potential consequences of distracted driving, gently urging viewers to prioritize their safety and the safety of others on the road. Through Clifton's story, we are moved to reflect on our own choices and to consider the profound impact they can have.

Embracing the inescapable truth that "It Can Wait," this campaign ignites a collective call to action, inspiring individuals to choose life over texting, the safety of others over a momentary distraction, and pave the way for a future where no lives are lost due to the allure of a text message.

It Can Wait TV commercial - Clifton produced for It Can Wait was first shown on television on September 16, 2019.