LA-based LIMEY director Adam Cameron provides a compelling ‘green’ reason to quit smoking in the new :60 PSA “Forest” for Virginia Tobacco Settlement Foundation (VTSF) out of Barber Martin, Richmond, Virginia. The cerebral PSA โ part of a multi-spot campaign – features a troubled man in a bunny costume, metaphorically caught in the crosshairs of corporate greed. VTSF promotes healthy living habits to children and teens, raising awareness of the dangers of smoking.
“Forest” opens on a caravan of cars stopped in a dense, young Douglas Fir forest. It’s quiet, with only the chirps of birds, as we see a bearded man in a dingy rabbit costume taking in his surroundings and nibbling on a carrot. A tall, serious-looking suited man approaches with a coffee mug in hand, followed by another ‘suit’ with a briefcase; accompanying them are lumberjacks sporting hardhats and chainsaws. The tall suit says to the rabbit, “Bob, you know why we’re here.” The rabbit replies, nervously nibbling away, “Yeah, I know.” The suit continues, “We own your home now. You’ll have to leave.” The rabbit stops nibbling, spits and challenges, “Make me,” then attacks a lumberjack.
He’s quickly overtaken and the crew starts cutting down trees. “No!” wails the rabbit, and he flees into the forest. He makes it to what appears to be a meadow, but sees it’s actually a clear-cut field of tree stumps. The rabbit screams as we rise high above the stumps. The super, “Every day, 1.5 million trees are cut down to make cigarettes,” and ydouthink.com logo close out the PSA.
The campaign also includes “Texting :30, “Puppy” :15 and Kitten :15.
Credits
Client: Virginia Tobacco Settlement Foundation (VTSF)
Airdates: “Forest” April 14, 2010; “Texting,” “Kitten,”
and “Puppy” currently airing
Titles: “Forest” :30/:60, “Texting” :30, “Puppy” :15,
“Kitten” :15
Where shot: Portland, Oregon
Production Company: LIMEY, Los Angeles, CA
Director: Adam Cameron
DP: Giorgio Scali
Producer: James Graves
Exec. Producer: Andrew Denyer
Advertising Agency: Barber Martin Agency, Richmond, VA
Creative Director: Michael Mullen
Copywriter: Joon Kim
Art Director: Sarah Duke
Director, Broadcast Prod: Greg Simos
Editorial/Post Production: Cut and Run, Santa Monica, CA
Editor: Frank Effron
Asst. Editor: Hugo Mendez
Online Artist: Mitch Gardiner, Eric Leon
Editorial EP: Michelle Burke
Editorial Producer: Chris Girard
Telecine: Company 3, Santa Monica, CA
Colorist: Rob Sciarratta
Audio Post Company: POP Sound, Santa Monica, CA
Mixer/Engineer: Tim West
ABOUT LIMEY and ADAM CAMERON
LA-based LIMEY uses a fresh approach to commercial production. They’re nimble and very collaborative. With a talented and growing stable of TV and spot helmers, LIMEY can tackle any commercial project long or short. Director Adam Cameron and Owner /EP Andrew Denyer have reunited after a number of years working together at former production house, Headquarters. Since joining forces, Adam has enjoyed working on a number of campaigns. In addition to this unique
project for VTSF, Adam recently directed a new comedy campaign for Dunkin’ Donuts (Hill Holliday, Boston) and is currently in post production for ARCO with Ogilvy & Mather.
It has been truly exciting to work with Adam again, he is a great talent and he has been incredible with all the new clients we have been able to introduce him to.