In this :30 for the Virginia Tobacco Settlement Foundation, a woman—pictured in the background—opens the back door to her house and calls out "Bennett, Bennett—dinner."
In the foreground is Bennett, a beautiful Border Collie. However this canine can’t be bothered. He ignores his owner and lounges in the backyard, out of view from the woman. The dog is holding a lit cigarette in his paw, with a half-filled pack sitting nearby. He leans his head down, puts the cigarette in his mouth and takes a long, deep drag. The cigarette tip flares lightly as he inhales. A second or two later, he exhales smoke through his nose, and offers up a short cough. Looking out at us, he finally says, "Hey, I’m a dog. What’s your excuse?"
A female voiceover then asks, "Can anyone tell us why smoking isn’t stupid?" The Virginia anti-smoking Web site address—www.ydouthink.com—then appears on screen.
Quiet Man, New York, animated the dog’s smoking and speaking motions, and created the smoke effects. The studio also handled digital compositing for the spot. Quiet Man Flame artists Colin Stackpole, Peter Amante and Mindy Dubin worked on the job. Stackpole was the lead effects artist, with Amy Taylor and Gray Hirshfield serving as executive producer and producer, respectively, for Quiet Man.
"What’s Your Excuse?" was directed by David Shane of bicoastal/international hungry man for ad agency Work in Richmond, Va. Stephen Orent and Dan Duffy executive produced for hungry man, with Ken Licata serving as producer. The DP was Adam Beckman.
The Work creative ensemble consisted of agency principal Cabell Harris who was creative director/art director on the spot. Copywriter was Steve Covert, with Betsy Barnum Hicks producing for the agency.
Editor was David Koza of MacKenzie Cutler, New York, backed by producer Sunderland Procter. Eric Gelgand and Chris Ryan of Nice Shoes, New York, served as online editor and colorist, respectively. Audio mixer was Tom Jucarone of Sound Lounge, New York.
