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    “Why Smoke?”

    By SHOOT StaffUpdated:No Comments1510 Views

    By Millie Takaki

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    This :30 starts with a super that poses a simple question: "Why do you smoke?" Next we see a young woman and hear her voiceover response: "Why do I smoke? I don’t know." The camera pulls back to reveal her lying on an operating table, about to undergo surgery. An oxygen mask is placed over her face. Her voiceover continues, "I just get stressed out sometimes. It relaxes me."

    The glare of the overhead light in the O.R. dissolves to a scene of a young man at home. He, too, answers the "Why smoke?" query—continually coughing as he sits up in bed. "Why do I smoke? I just like the way it tastes," relates his voiceover. On the bedside table, a sodden cigarette floats in a glass of brown water.

    The third and last answer to "Why smoke?" comes from a middle-aged woman, who replies, "I don’t know. I get bored. Gives me something to do with my hands." At this point, her hand passes over her throat, exposing a gaping tracheotomy hole. In the next shot, we see that she’s looking into a mirror; and we view the hole in her reflected image.

    A concluding super rhetorically asks: "So, why do you smoke?"

    This public service message for the Arizona Department of Health Services’ Tobacco Education and Prevention Program was directed by Elizabeth Perrin, who maintains her own E.P. Productions in Los Angeles. Currently looking to sign with an established commercial production house, Perrin directed "Why Smoke?" via Phoenix-based Daily Planet Productions on a loan-out basis.

    The ad was conceived by a team at Phoenix agency Riester-Robb, consisting of president Tim Riester, VP/creative director Dave Robb, art director Ben Dveirin, copywriter Leslie Wratten and producer Louise Parker.

    Perrin’s support team included producer Denise Hagerman and DP Mark Trengrove. Linda Burton served as production designer.

    Jeff Wishengrad of MWP Editorial, Santa Monica, cut the spot. Henry online editor was Mark Dennison of Mixin Pixls, Santa Monica. Colorist was Stefan Sonnenfeld of Company 3, Santa Monica. Audio engineer/sound designer was Peter Rincon of POP Sound, Santa Monica.

    Category:The Best Work You May Never See



    Apple and Google Face UK Investigation Into Mobile Browser Dominance

    Saturday, November 23, 2024

    Apple and Google aren't giving consumers a genuine choice of mobile web browsers, a British watchdog said Friday in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.

    The Competition and Markets Authority took aim at Apple, saying the iPhone maker's tactics hold back innovation by stopping rivals from giving users new features like faster webpage loading. Apple does this by restricting progressive web apps, which don't need to be downloaded from an app store and aren't subject to app store commissions, the report said.

    "This technology is not able to fully take off on iOS devices," the watchdog said in a provisional report on its investigation into mobile browsers that it opened after an initial study concluded that Apple and Google effectively have a chokehold on "mobile ecosystems."

    The CMA's report also found that Apple and Google manipulate the choices given to mobile phone users to make their own browsers "the clearest or easiest option."

    And it said that the a revenue-sharing deal between the two U.S. Big Tech companies "significantly reduces their financial incentives" to compete in mobile browsers on Apple's iOS operating system for iPhones.

    Both companies said they will "engage constructively" with the CMA.

    Apple said it disagreed with the findings and said it was concerned that the recommendations would undermine user privacy and security.

    Google said the openness of its Android mobile operating system "has helped to expand choice, reduce prices and democratize access to smartphones and apps" and that it's "committed to open platforms that empower consumers."

    It's the latest move by regulators on both sides of the Atlantic to crack down on the... Read More

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