This commercial shows a series of very odd, static shots of people just sitting in cars, facing forward, with blank expressions. Suddenly, the people exit the cars. At the end of the spot, we reveal they were all waiting for an NPR pogram to end.
Philosophy
Capitalize on the truth that when someone is listeing while driving, they tend to find themselves at the end of their trip, still sitting in their parked car waiting for the program to end.
Problem
Promote listership of NPR programming on KERA 90.1 in Dallas. The taget includes people who may not be aware of their local NPR station, or people who only listen to the big shows on weekends.
Result
NPR has since launched this spot in other cities to promote other affiliates.