CLIENT
GlaxoSmithKline/Nicoderm CQ, Nicorette and Commit.
PRODUCTION CO.
Minder, New York.
Tony Kaye, director/DP; Tim Case, executive producer; Dana Garman, producer. Shot on location in Los Angeles.
AGENCY
Arnold Worldwide, New York.
Rochelle Klein, vice chairman/chief creative officer; Michele Gussman, senior VP/associate creative director/copywriter; Gerry LaStarza, art director; Lisa Young, senior VP/executive producer; Mary Ellen Verrusio, producer; Deanna Gattie, assistant producer.
EDITORIAL
Breathe, New York.
Michael Schwartz, editor; Andy Jennison and Alex McQuilkin, assistant editors; Kenny Pedini, executive producer.
POST
Breathe.
Andy Jennison, online editor.
Moving Images, New York.
Milan Boncich, colorist.
AUDIO POST
audioEngine, New York.
Bob Giammarco, mixer.
Penny Lane Studios, New York.
Joe Miuccio, mixer.
MUSIC
The Rumor Mill, New York.
J. Ralph, composer.
THE SPOT
"Always Be There" (:30) shows black-and-white portraits of youngsters, while Marcia Gay Harden’s voiceover points out that if we can’t quit smoking for ourselves, we should do it for our children. The spot ends with product shots of Commit, Nicoderm CQ and Nicorette, and the tagline, "When you’re ready, we can help."
Spot broke Oct. 6.