TAXI FOR DISABLED PEOPLE: BOB MARLEY

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Released:	January 2008
Advertiser:	TIXI
Brand name:	TAXI FOR DISABLED PEOPLE
Agency:	RUF LANZ
Country:	Switzerland
Category:	Public health & safety
Tags:	Zürich

Credits:

Advertising Agency: RUF LANZ, SWITZERLAND, Zurich
Executive Creative Director: Markus Ruf/Danielle Lanz
Scriptwriter: Thomas Schoeb/Markus Ruf
Director: Christoph Benz


Script in English
SFX: Reggae music
MVO: (Singing) Don’t get up, don’t stand up. Don’t stand up for your rights.
Don’t get up, don’t stand up. Better give up the fight.

No fight no, no, no!

Don’t get up, don’t stand up. Don’t stand up for your rights.
Don’t get up, don’t stand up. Better give up the fight.

ANN: What would the world be without fighters? We fight so that the handicapped people can stay mobile.
Tixi – the taxi for the handicapped. Thank you for your donation. tixi.ch
Brief Explanation
Tixi is a taxi service for disabled people who cannot use public transport. Since the government funds for this social institution were withdrawn, Tixi has been fighting for survival. This made it necessary to boost the level of donations with a fundraising campaign.

Radio commercials played what were apparently the original speeches or songs of famous 'fighters': from Martin Luther King to Bob Marley via John F. Kennedy. But they were shockingly different from the original, making the figures appear cowardly and self-centred. This painted a dramatic picture of what a poor place the world would be without social commitment.