Alcohol Prevention | Miners

We partnered with Community Partnership of the Ozarks to make a PSA that lands with their target audience. After talking with young adults, we ditched the scare tactics and leaned into humor—with a crew of gritty old-school miners and our lead, Jen. The result? A campaign that gets the message across and sticks. Delivered in 30, 15, and 6-second cuts.

Client:

Agency:

Director:

Video Type:

Commercial

The Ask

Community Partnership of the Ozarks challenged us to create a campaign that would resonate with adults aged 21-25, discouraging them from purchasing alcohol for minors. Rather than leaning on fear tactics or showcasing legal consequences, the goal was to create a humorous and relatable concept that would spark self-reflection and behavioral change.

The Research

To craft an authentic and effective message, we conducted interviews with interns from Community Partnership of the Ozarks. Their experiences and insights helped us uncover a key finding: the threat of fines or legal trouble was not an effective deterrent for this audience. Instead, messaging that appealed to their personal sense of responsibility and integrity proved far more impactful.

This approach built on the success of our previous campaign for the organization, Clowning, which used humor to associate buying alcohol for minors with the embarrassment of being labeled a "clown." With this foundational understanding, we set out to create a similarly memorable concept.

The Creative Approach

Our concept centered around an unexpected visual pun. We portrayed grizzled miners, complete with sooty faces and rugged clothing with a modern young woman with an edgy aura. The punchline delivers the twist: "Buying alcohol for miners isn’t illegal" but "Buying alcohol for minors is."

Execution

Director Josh Pfaff brought this vision to life using production design and practical effects to create an immersive world. Rather than relying on graphic overlays, we used a vintage marquee sign with changing letters to drive home the key message. The physicality of the signage brought the message into the world that we had created. A world where 20-somethings buy alcohol for vintage miners.

For the 15-second and 6-second cutdowns, we created vignette-style moments highlighting different sections of the main video. These shorter versions were optimized for social media, designed to generate curiosity and draw viewers in. Each edit maintained the humor and effectiveness of the main ad while focusing on quick consumption.

Conclusion

By focusing on humor and relatability instead of scare tactics, Locke and Stache delivered a campaign that not only captured attention but also encouraged behavioral change. The concept’s visual wordplay and practical effects exemplify our commitment to storytelling that resonates. Whether through the 30-second primary spot or the dynamic shorter versions, the message remains clear: buying alcohol for minors is illegal, and no excuse can make it right.

Why Choose Locke and Stache?

Locke and Stache brings expert video production, innovative problem-solving, and creative storytelling to every project. Whether you’re a national brand, agency, or nonprofit, we specialize in scalable solutions tailored to your goals. Our seamless blend of high-end production and strategic execution ensures your message resonates.

Ready to Elevate Your Brand?

Contact us to learn how we can create standout videos that capture your brand’s story.

Behind the Scenes

Director

Josh Pfaff

Director of Photography at heart, Director by accident. Josh has been directing for Locke and Stache, whether accidentally or intentionally, from the beginning. His focus on story and aesthetic are intensified by his intentionality with every small detail. Josh is skilled at collaborating closely with both client and talent to bring to life stories that matter.

See more work

Gear Used

Specialty Services

Credits

Client | Community Partnership of the Ozarks

Production Company | Locke and Stache
Concept | Josh Pfaff and Austin Elliott
Executive Producer | Austin Elliott
Producer | Dustin Kirkpatrick
Director | Josh Pfaff
Director of Photography | Joe Ramos
1st Assistant Camera | Meghan Commons
Grip and Electric | Ghost Grip and Electric
Gaffer | Chris Olson
Key Grip | Cliff Daniels
Casting | Bear Casting
Production Designer | Nikki Simmons
Hair and Make up | Emily Edgar
BTS Video | Bear Hanrahan

Editor | Josh Pfaff
Colorist | Joe Ramos
VFX | Bear Hanrahan
Original Score, Sound Design, and Final Mix | Colton Jackson

Cast
Jen | Emma Reed
Cashier | Mary Yu
Miner #1 | Jackson Bolt
Miner #2 | Larry Petersen
Miner #3 | Kenneth Woodard

Special Thanks
Puff & Stuff
Davinder Singh

< Back to Portfolio