California’s Office of Traffic Safety taps Hollywood film industry to help reduce car crashes caused by using a cell phone while driving


Last Updated: April 2, 2012 4:48 pm GMT
(Sacramento, California--April 2, 2012) Deaths caused by drivers using their cell phones is one of our country’s fastest growing trends, killing approximately 6,000 people annually. To help stop the behavior, the State of California has called on the entertainment industry to tell the real story of how using a cell phone impairs a person’s ability to drive.

“It reduces brain power by 37%,” says Chris Cochran, assistant director of marketing and public affairs for California’s Office of Traffic Safety (OTS), citing a Carnegie Mellon research study. “When you drive and use a cell phone for talking or texting, you’re essentially driving like a zombie.”


A zombie and his erratic behavior after being pulled over for texting while driving is the focus of an anti-distracted driving public service announcement (PSA) slated to launch in April for Distracted Driving Awareness Month. Created by Glass Agency of Sacramento, the spot features the horror film prowess of an A-list Hollywood production crew.

Bully Pictures, a nationally respected production company with clients like Toyota, Coors Light, Target, and Ikea, collaborated with their director P.R. Brown. Known for his music video direction of Top Ten Billboard acts such as John Mayer, Alicia Keys and My Chemical Romance, Brown flawlessly directed both 30- and 15-second versions for television. Bully also lined up special-effects make-up artist Ralis Khan, known for his accomplishments on box office hits like Dogma, Resident Evil: Extinction and Kiss Kiss Bang Bang.

Much of the cost to produce the PSA was donated by Bully Pictures, P.R. Brown, and their crew and vendors, in support of stopping distracted driving. But the question remains – will zombies make people stop using their phone while they drive?

“There’s no doubt this spot will get people’s attention,” adds Cochran. “And we think if they see the kind of driver they become while using a cell phone, they’ll reconsider the behavior.”

OTS will announce the initial results of the new campaign in early May.

“Don’t Be a Zombie” Credits

Glass Agency: Matt Sicko, Associate Creative Director/Writer; Heidi Longmire, Art Director; Allison Stewart, Account Coordinator.

Bully Pictures: P.R. Brown, Director; Jason Forest, Executive Producer.

Glass Agency is a full-service, fully integrated advertising agency located in Sacramento California. Known for their innovative work to help save the Sacramento Kings NBA team from being sold to another city, Glass clients also include Togo’s Sandwiches, Amtrak, Save Mart Supermarkets and Hinode Rice. For more information, write

Bully Pictures is a full-service commercial broadcast, web viral, branded content production company located in Santa Monica, California. The company’s roster includes Juergen Bollmeyer, P.R. Brown, Fredrik Callinggard, Andrew Hardaway, Gaute Hesthagen, Daniel Kaufman, Franco Marinelli, Michael Shapiro, Craig Tanimoto, Morten Tyldum, and Eric Will. For more information, write


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