In recent weeks, SHOOT has featured anti-tobacco spots in its "The Best Work You May Never See" gallery that have departed from the shock-value norm in order to appeal to adults through their children. These calmer, thoughtful, almost idyllic approaches—embodied in "Anthem" via Arnold Communications, Boston, and "Cradle Me" out of asher&partners, Los Angeles—certainly have their place in the battle against smoking. But when it comes to garnering the attention of the "tween" and teenage demographic, there’s still no substitute for hard-hitting, in-your-face advertising.
A factory of death is what Phoenix-based Riester-Robb conceived of for its client, the Arizona Department of Health Services, in the aptly titled PSA, "Smoking Drill." In some respects, the scenario is perversely reminiscent of the elaborate chain-reaction contraptions for which the late Rube Goldberg is known. In this case, however, those charming creations have been replaced by a menacing, mechanized system that’s both efficient and fatal.
Directed and cut by Jaume of bicoastal/international The End, the :60 opens on cigarettes moving along an assembly line. At first, it appears that we’re seeing the backroom machinery that manufactures and packages cigarettes. But in an instant, the realization sets in that there’s an all-too-human element to this mechanized routine. Spewing out of the assembly line, the cigarettes for an instant seem to be suspended in mid-air before being lowered down into the mouths of seated teenagers. Each cigarette is methodically lit by a machine. Then abruptly, the kids are thrown backwards out of their chairs through a trap side door.
They land in a mirrored venue where initially they can look cool and admire themselves, watching their reflections as they blow rings of smoke. The teens are X-rayed as they are transported on a conveyer belt. The moving walkway then circles a pair of decayed, nicotine stained lungs. Eyeballs are seen rolling down a rain gutter. A chute conveniently opens in which the teenagers can throw up.
A teenage boy is seen strapped to his seat as he proceeds along the assembly line. A man in a white suit with an electric drill moves along a conveyer belt toward the youth. The drill leaves an indelible mark in the form of a tracheotomy hole in the boy’s throat. Cigarette smoke billows out of the hole. A closeup of the driller’s face reveals a skull.
Then the teens are on the last stop of their dark ride, each seated in a wheelchair and wearing an oxygen mask. The procession of wheelchairs carrying teenage boys continues as we see their predecessors—now hollowed-out skulls—in the foreground. A supered message reiterates Riester-Robb’s longstanding campaign slogan, positioning tobacco as a "Tumor Causing, Teeth Staining, Smelly, Puking Habit."
The End’s support team for Jaume consisted of executive producer Roger Hunt, producer Doran Kauper and production manager Lindy Lucas. DP was Barry Peterson.
The agency creative ensemble included creative director Dave Robb, art director Danny Zaludek, copywriter Tom Ortega and producer Louise Parker.
Compositing was done by freelancer Ashley Beck via 525 Studios, Santa Monica. Colorist was Dave Hussey of Company 3, Santa Monica. Audio mixer was John Bolen at Eleven, Santa Monica. Sound design was done by Alfons Conde via The Music Chamber, Los Angeles.
