New York-based creative editorial company jumP recently collaborated with Mother on a six spot campaign showcasing a behind the scenes racetrack view for the energy drink Full Throttle. The :30 and :60 spots pique our senses as various types of race inspired music sets the…
With Michael Stipe’s arresting song, Until the Day is Done, playing throughout the spot, we are left simultaneously bewildered and proud. Bewildered at the astonishing violence in our world, and proud of the selfless among us attempting to hinder its relentless surge. Seven racially diverse individuals are superimposed onto scenes of violence wherein they appear to stand between aggressors and their targets; releasing prisoners, removing nooses off necks and withdrawing weapons from children. The heroes are placed in the heart of nations that are war-torn and plagued with cruelty, in order to attest our own capacity to protect human rights.
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