In this cute PSA, we see feet stepping into what looks like wet gray sand, and then we see an older man is putting the finishing touches on a newly laid concrete sidewalk. Then the camera angle changes to an overhead shot showing us both of these people together: the man almost finished with what must be exacting work, and this kid ruining it all by walking over it. Then the man sees what has happened, looks very upset, looks up at the perpetrator of this heinous act, sees the innocent kid face, and changes his expression to one of helpless resignation and acceptance. Then they say "Hi" to each other, and the announcer suggests we exhibit patience as the Bobby McFerrin song: "Don't Worry, Be Happy" plays.
And so the slogan here is: "Patience: Pass it on!" But it looks like it could just as easily have been: "Cement: Hide dead bodies in it!" Because if the man using the trowel had snapped, it would have been this alternate slogan, and the ad would have been just as effective in its messaging. Then we could just see the man smiling and re-surfacing the sidewalk as the tag.
Here's the cement shoes spot:
http://www.youtube.com/watch?v=0CCf1oWwKQ0
