The Metro clients, General Manager-Corporate Relations Leah Waymark and Marketing Manager Chloe Alsop, didn't want the typical gloom-and-doom public-service ad, which can be a big turn off for people, Mr. Mescall said. "Pretty early on, we decided we'd try to create entertainment rather than advertising," he said. "For the simple reason that we figured if traditional PSAs repel people, then we should really try to create one that attracts them. ... It was the counterintuitive nature of the idea, the weirdness and positivity of the execution, the sheer joy of the song and the video, and the attention to detail across all elements of the work that ensured its success.