cher the road
healthy living alliance

How do you make a message about bicyclist and cars sharing the road interesting? You hire a Cher impersonator to stand in the street and belt out, “Cher the road.” This one was really fun to pull off. We wanted dive so deeply into campy that it was no longer campy. We don’t apologize, campy not campy.

notables

quick analysis

This one works for a couple of reasons. One, it’s such a PSA message, and with that comes PSA messaging expectations. So we played inside those expectations, and then way outside the expectations. At first it looks like a standard PSA, ventures into something different with the mediocre rapping, and then, “What the hell? is that Cher?” Taking a play on words like that only works if you go all in on the execution.