A man fumbles through his shirt pockets to find something, but to no avail. Then the camera shows us his object of desire, a package of Marlboro cigarettes perched on his living room end table. He reaches for a smoke but is forced to jump back when a large, vicious wolf appears, barking ferociously at him.
"C’mon boy. Just one," cajoles the man. He extends his hand to grab the cigarettes but has to pull back quickly when the wolf snarls menacingly at him. The man looks at his hand to make sure all five fingers are still intact. "Good boy," he says in relief.
A super then fills the screen, asking, "What’s your plan to quit smoking?"
The man makes one more attempt to grab the pack of Marlboros. However, the wolf—whose movement is restricted by a leash—makes a leap at him, causing him to run away.
A voiceover then interjects, "We can help you create a better way to stop," as an end tag appears with a Quit Plan logo. The voiceover instructs us to log on to quitplan.com or to call a toll-free number (1-888-354-PLAN).
This public service :30 was directed by Tom De Cerchio of Incubator Films, West Hollywood, Calif., for the Minnesota Partnership for Action Against Tobacco (MPAAT), out of agency Clarity Coverdale Fury, Minneapolis. MPAAT is an independent, nonprofit organization.
The Clarity Coverdale Fury team included creative director/art director Jac Coverdale, creative director/copywriter Jerry Fury and producer Jenee Schmidt.
Tamsin Prigge executive produced for Incubator. (She has since left the company and has been succeeded by Katie Wells.) Line producer was Maria Walsh. The DP was Doug Koch.
Editor was Jim Stanger of Channel Z, Minneapolis, with Ace Allgood serving as producer for the company. Steve Medwin and Sue Lasko of Crash & Sue’s, Minneapolis, were online editor and colorist, respectively. Audio mixer was Ken Chastain of Echo Boys, Minneapolis.
Composer/sound designer was Echo Boys’ Tom Lecher. The Quit Plan animation logo was designed by Chris-topher Wargin of Radium, Santa Monica.
