Ready.gov Unveils New PSA – World Upside Down

September is National Preparedness Month. To urge all Americans to be prepared for unexpected emergencies, Cramer-Krasselt/Chicago, in conjunction with its network shops in New York, Milwaukee and Phoenix, has just unveiled a new public service TV commercial called “World Upside Down” that makes its point with pointed ad copy and visuals that are both artful and quite gripping.

The voiceover copy in the 60-second version of the spot asks viewers to imagine what their world would be like if a disaster struck without warning, and their lives were suddenly turned upside down.

The public service announcement depicts a family and its furnishings suddenly being chaotically upended.

As the ad copy asks us to contemplate such a turn of events, the commercial shows a family and the furnishings in their home suddenly being chaotically upended. The chilling effect is intensified by C-K’s decision to visualize the moment in ultra slow-motion, which turns the potential horror of it all into something almost like poetry in motion.

Still, the important and sobering message is not lost. Viewers of “World Upside Down” will surely come away from it with a good reason to visit the Web site www.ready.gov, where there is factual information about preparing oneself and/or one’s family for an emergency.

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