When you insist on lighting up in today’s anti-smoking environment, you can miss out on a lot. That’s the premise of "Donuts," one of two spots in a campaign for the New Mexico Department of Health’s Tobacco Use Prevention and Control Program.
The :30 simply shows a man leaving the office for a smoke. Meanwhile, back at the workplace his colleagues stampede to the break room upon the announcement that free donuts are available.
The frenzy for a sugar fix ends almost as quickly as it began. The man comes back inside to see a huge empty box that was once home to dozens of donuts.
The end tag contains the New Mexico Department of Health logo, accompanied by a toll-free phone number and a message, which reads: "Wanna Quit? Call the quitline. It’s free, it’s confidential and it just might help."
The other :30 in the campaign, "Prize Police," similarly shows a woman sneaking out to her home’s backyard to light up a cigarette. Unbeknownst to her, lottery prize patrol officials are knocking on her front door—but she can’t hear them.
Peter Zavadil directed both commercials for agency McKee Wallwork Henderson, Albuquerque, N.M. "The spots do a great job of conveying the way one misses out when they’re chained to a cigarette," related Zavadil, who’s represented by Darcy/Fox Productions, Santa Monica. Serving as production company on this two-spot campaign was Southwest Productions, Albuquerque, in association with Darcy/Fox.
Rebecca Elise produced for Southwest. The campaign was shot on location in Albuquerque by DP Barry Kirk.
The creative team at McKee Wallwork Henderson consisted of creative director Carol Henderson, art director Elias Martinez, copywriter Tim Pegors and producer Kristen Gibson.
Brad Wolfley of :30 Second Street, Albuquerque, was offline/online editor. Colorist was Mark Griffith of Dakota Digital, Los Angeles. Sid Fendley of Albuquerque-based Mountain Road Recording, served as audio mixer/sound designer.
