Happy scenes of kids being kids—climbing trees, picking up seashells, playing in the backyard—take a dramatic mood swing to unnerving and a bit frightening in "Live Forever," an American Cancer Society PSA directed by Ray Dillman of bicoastal Gartner, for Austin, Texas, agency GSD&M.
Interrupting what would otherwise be joyous slices of life are supers that reveal the future of the children at play. A little girl cavorting at the beach is accompanied by a small super that reads "anorexic at 13." A young boy picking petals off a daisy will have "lung cancer at 35." A lad climbing a tree will suffer a "heart attack at 43."
Other kids can look forward to such prospects as becoming "an alcoholic at 17" or being the victim of an "accidental shooting at 14."
A voiceover interjects: "Children who learn to live healthy, live longer. Make health education in our schools a priority."
A toll-free ACS phone number (1-877-4R-LIVES) then appears onscreen.
Finally we see a young boy poolside, clad in swimming trunks and flexing his muscles. A super then, thankfully, discloses his positive future: "Eight grandchildren at 63" and "a pretty decent swimmer."
Heightening the spot’s effectiveness is the manner in which the action unfolds. While the supered messages are small and unobtrusive, they are nonetheless jarring. Adding to their impact is the fact that the visuals proceed merrily along as if there were no accompanying supers to begin with. The kids continue to have fun, unaware of their fates.
But, rather than evoking a feeling of helplessness, the spot offers a viable means—a dose of preventive medicine—to help ensure a better future: health education. With education a major issue in this election year, a positive health curriculum is nonetheless often overlooked. This ACS message hopes to play a part in putting health education back on the agenda.
Known for his brand of emotional, human-based storytelling, director Dillman delivers the message in an engaging, riveting, yet understated manner. Dillman’s penchant for conveying people-driven stories that ring true was perhaps best showcased in last year’s primetime Emmy-winning spot, snap.com’s "New Friend," out of NBC On-Air Promotions, Burbank, Calif. In that commercial, a youngster learns sign language on the Web and befriends a deaf boy he saw on the school bus.
The GSD&M team on "Live Forever" consisted of creative director/copywriter Rich Terry, creative director/art director Annette Simon and agency producer Rose Hansen.
Dillman’s support crew included Gartner executive producer Rich Carter and producer George Gargurevich. The spot was shot by DP Barry Peterson.
"Live Forever" was edited by Kevin Moore of Rye Films, Santa Monica. Colorist was Bob Festa of R!OT, Santa Monica. Audio mixer was Jacob Perez from Digital Domain of Austin.
The music was done by independent, Austin-based composer Kirk Smith.
