Werner Herzog is no stranger to grim subjects, having created the documentaries “On Death Row” and “Grizzly Man.” A British newspaper recently cited the German film director’s “50 years of potent, inspiring, disturbing films.”
Herzog was behind the camera for a rare commercial, a short but stunning PSA for AT&T’s “It Can Wait” texting & driving campaign.
Herzog says nothing during the clip, contrary to his style, and lets the mother of a paralyzed boy do the talking.
“His legs are gone, he is paralyzed from the diaphragm down,” the mother before the camera reveals Xzavier, confined to a wheelchair and breathing with a respirator.
The text-messaging driver who hit the boy in a crosswalk reportedly was texting the words, “I’m on my way.”
The mother ponders what she’d say to the driver: “Was the text that important? That would be my question for her.” (text continues)
AT&T began the ambitious It Can Wait campaign in 2010. AT&T was joined in mid-May by rival wireless carriers Verizon, Sprint and T-Mobile. The Xzavier video was the first in their series of “stories of people who are living with the consequences of texting while driving” under the campaign.
Herzog made the AT&T spot via BBDO New York.