We open on a desolate field with the sound of a shovel digging in the background. The camera reveals a man in a business suit shoveling dirt.
A voiceover intervenes: “Last year tobacco executives spent almost $200 million on advertising–just in Minnesota. What did we pay in return?”
The camera pulls back to reveal the man has dug hundreds of graves for about as far as the eye can see.
A message is supered on screen with the answer to the narrator’s question: “Over 5,000 people in Minnesota died last year because of tobacco.”
The spot concludes by directing viewers to a website, weallpaytheprice.com.
Minneapolis agency Clarity Coverdale Fury created the PSA and the site for Clearway Minnesota, an independent, nonprofit organization that improves the health of all Minnesotans by reducing tobacco use and exposure to secondhand smoke through research, action and collaboration
The PSA was directed by Stephanie Green of Little Minx.
Disney Pledges $15 million In L.A. Fire Aid As More Celebs Learn They’ve Lost Their Homes
The Pacific Palisades wildfires torched the home of "This Is Us" star Milo Ventimiglia, perhaps most poignantly destroying the father-to-be's newly installed crib.
CBS cameras caught the actor walking through his charred house for the first time, standing in what was once his kitchen and looking at a neighborhood in ruin. "Your heart just breaks."
He and his pregnant wife, Jarah Mariano, evacuated Tuesday with their dog and they watched on security cameras as the flames ripped through the house, destroying everything, including a new crib.
"There's a kind of shock moment where you're going, 'Oh, this is real. This is happening.' What good is it to continue watching?' And then at a certain point we just turned it off, like 'What good is it to continue watching?'"
Firefighters sought to make gains Friday during a respite in the heavy winds that fanned the flames as numerous groups pledged aid to help victims and rebuild, including a $15 million donation pledge from the Walt Disney Co.
More stars learn their homes are gone
While seeing the remains of his home, Ventimiglia was struck by a connection to his "This Is Us" character, Jack Pearson, who died after inhaling smoke in a house fire. "It's not lost on me life imitating art."
Mandy Moore, who played Ventimiglia's wife on "This Is Us," nearly lost her home in the Eaton fire, which scorched large areas of the Altadena neighborhood. She said Thursday that part of her house is standing but is unlivable, and her husband lost his music studio and all his instruments.
Mel Gibson's home is "completely gone," his publicist Alan Nierob confirmed Friday. The Oscar winner revealed the loss of his home earlier Friday while appearing on Joe Rogan's... Read More