The lead entry in this week’s "The Best Work You May Never See" gallery—"Focus on the Positive"—is an anti-tobacco ad, part of the ongoing "Truth" campaign for the Florida Department of Health, out of Miami ad agency Crispin Porter+ Bogusky (CP+B).
The :60 was directed by Pedro Romhanyi of Oil Factory, Hollywood. The CP+B creative team consisted of creative director Alex Bogusky, art director Paul Keister, copywriter Bob Cianfrone and producer David Rolfe.
In the spot, a group of renegade kids and a tobacco company executive at first appear to be headed toward a confrontation. But instead they break into song and dance, with lyrics that minimize any tobacco-related problems (see p. 13).
"Focus on the Positive" is designed to help combat the corporate sugar-coating with which Big Tobacco has covered issues in order to dodge them, explained Rolfe. "It’s our way to fight their positive corporate spin."
The spot continues a mini-tradition in which state health departments have figured prominently in "The Best Work You May Never See" gallery over the years. Anti-tobacco ads from Florida, California, Massachusetts, Mississippi and Arizona have scored multiple times in our rundown of creatively worthwhile fare that might not be seen in most of the country.
But, thankfully, this work is getting watched—and noticed by the right people—in those and other states. State health departments have generally proven to be good clients, empowering ad agencies to bring their creative prowess to bear in order to positively influence youngsters who are being targeted by Big Tobacco. These efforts have also successfully reached adult smokers, helping many of them to at least curtail their tobacco use, and some to quit smoking altogether.
State health departments have taken a strong stance against tobacco companies. And several of these health service entities are hitting their stride, working in concert with agency creatives to mount effective campaigns. In fact, it was their efforts on behalf of the Massachusetts and Florida health departments that earned Arnold Worldwide, Boston, and CP+B, respectively, the American Legacy Foundation account, which has taken the anti-tobacco message nationwide.
That’s why it’s particularly disconcerting to hear that there’s a proposal in the offing to transfer jurisdiction over tobacco-related matters from the California Department of Health Services to the state’s Alcohol Beverage Control Commission.
The California health department has gained a reputation as one of the toughest tobacco watchdogs in the U.S. Nonetheless, a legislative initiative may soon be introduced that would take anti-tobacco responsibilities away from the state health agency and transfer them to an entity that arguably is hard-pressed to fully address alcohol-related issues.
According to a report in the Los Angeles Times, anti-tobacco activists contend that wresting control from state health departments has ranked high on the Big Tobacco wish list for a decade. Activists claim that many politicians are being unduly influenced by big money contributions from the tobacco industry. The Times article notes that a growing number of politicians now see fit to accept contributions from, for example, Philip Morris, as long as the funding comes from one of that conglomerate’s non-tobacco subsidiaries such as Miller Brewing or Kraft Foods.
Putting the California Department of Health Services out to pasture in the tobacco war would be a huge mistake. Thinking selfishly, we’d probably lose some great entries for our "Best Work" gallery. But more importantly, the state could lose invaluable, intelligent public service messages and related educational programs that can help save lives.
