Targeting an audience—and then turning to that audience for suggestions on how to best reach its members—is the added dimension in this teen smoking cessation commercial for Blue Cross/Blue Shield of Rhode Island.
Now in its second year, the program asks middle school and high school students across the state to submit ad entries in the categories of TV, radio and/or posters. Creatives at RDW Group, Providence, R.I., the agency for Blue Cross/Blue Shield, then work with the student entrants to hone the winning concepts and, in the case of the TV spot, see the project through production.
Topping the TV competition this year was "Guidance Counselor," conceived by Charles Ahern, Rob Behler, Michael Derrig, Daniel Dowding and Joe Giancaspro, students at Westerly High School, Westerly, R.I. They worked with school advisor/teacher A. Bonner and principal James Murano on the project.
The spot opens in the office of a high school guidance counselor who’s advising a student on his scholastic, personal and professional future.
"So Kyle," says the admiring counselor, "things are looking good here—very good."
Kyle smiles as the counselor continues to extol his accomplishments: "You’re top of your class. Lots of extracurricular activities. A shoo-in for the schools you want."
However, the session outlining a promising future takes a sudden detour. "But I’m thinking," says the advisor, "that you better skip college."
"Huh?" says a puzzled Kyle.
"Too many years hitting the books," explains the counselor. "You’ll need to have the wife and kids by next week, actually—mid-life crisis by twenty-three."
A supered message against a smoke-laced backdrop offers a more concise, sobering explanation: "Smokers who start young can lose 25 years off their lives."
The spot then returns to the counselor’s office, where he’s telling Kyle, "Technically, you’re pushing forty, but I’m sure it will work out for you—somehow."
An end tag includes the Blue Cross/Blue Shield of Rhode Island logo with the slogan "Your Plan For Life," accompanied by a Web site address (www.BCBSRI.com). Noted at the bottom of the screen is the fact that the spot was the winner of the 2003 Teen Anti-Smoking Contest.
"Guidance Counselor" was directed and shot by Tami Reiker of Picture Park, Boston. Mark Hankey executive produced for Picture Park, with Cynthia Gengras serving as line producer.
The RDW Group creative ensemble that refined and helped to shape the concept consisted of creative director Jeff Patch, senior copywriter Wendy Boffi, senior art director Jeff Dahlberg, producer Zeke Bowman, production manager Tony Aguilars and assistant producer Malcolm Wax.
Editor was Jeff Ledellaytner of Spot Editorial, Boston, with Tara DeMarco serving as executive producer. Ledellaytner and DeMarco were also compositors on the job. Colorist was Rob Leaton of National Boston. Tom Love of Rumblestrip, Boston, was the audio mixer/sound designer.
Graphics for the spot were created by broadcast design director Brian Williams and designer Jonathan Parson of Dynamo, Dublin.
