A couple of notable anti-tobacco messages have recently departed from the scare tactics norm and adopted a calm, thoughtful approach in appealing to the minds and hearts of adults through children. The first was spotlighted in "The Best Work You May Never See" Gallery last month (SHOOT, 1/28, p. 11): "Anthem," which depicted the possibilities for human achievement if we were to raise "a smoke-free generation." Conceived by Arnold Communications, Boston, and directed by Nick Lewin of X-1 Films, bicoastal and Chicago, the :60 for the Massachusetts Department of Public Health’s Tobacco Control Program showed kids and discussed their future potential—which could be realized by 500,000 more people, as long as they don’t cut their lives short by becoming smokers.
Now, The California Children and Families Commission has debuted "Cradle Me," directed by Nick Brandt of Los Angeles-based Palomar Pictures for agency asher&partners, Los Angeles. This black-and-white :30 simply shows children and infants, often interacting with adults. The spot opens on a boy sitting atop a man’s shoulders, at which point a poignant child voiceover begins: "Cradle me. I’m yours."
As we then see a boy running through a field, the voiceover continues, "My hands, yours." An infant being bathed is accompanied by a voice that says, "My eyes, yours."
A girl is then seen standing in a windy field, her arms extended and her eyes closed. You can sense that her imagination is running wild as the voiceover states, "My heart, yours."
As a young man holds an infant, the voiceover request to "cradle me" is repeated. Finally, a boy who is seated on the living room floor reaches up to grab the hand of a grownup. The voiceover implores: "Please don’t smoke in my world."
Then an adult voiceover interjects: "The first five years of a child’s life can impact the rest of their lives."
A supered message follows—"It’s all about the kids"—accompanied by a toll-free phone number.
The spot is tagged with the sponsorship ID: "Paid for by The California Children and Families Commission. Funded by Proposition 10."
The Proposition 10 initiative, approved by voters, established a tobacco tax, part of which would fund public service messages designed to protect children from smoking.
The :30 in a sense showcases the range of asher&partners, as well as director Brandt, in addressing the anti-smoking cause. Several years ago, Brandt and the agency teamed on the lauded "Voicebox" ad in which a woman, having recovered from throat cancer, continues to smoke through the tracheotomy hole in her throat. The graphic, hard-to-watch spot dramatically demonstrated the addictive powers of tobacco.
Asher&partners’ creative ensemble on "Cradle Me" included: creative director/art director Bruce Dundore, associate creative director/copywriter John Krueger and agency producer Joe Rein.
Palomar’s support team consisted of executive producers Jonathon Ker and Tamsin Prigge as well as producer Leanne Amos. Ericson Core was the DP.
Steve Mirrione of Cosmo Street, Santa Monica, edited "Cradle Me." Colorist was Arnold Ramm of 525 Studios, Santa Monica. Audio mixer was John Bolen of Eleven, Santa Monica. Music was composed by Richard Druz of Richard Druz Music, Hollywood.
