Two teen skateboarders are at the skate park. One asks the other if he has any “smokes.” His buddy responds no, presumably because cigarettes are unhealthy.

The real reason, though, is that he’s wearing skinny jeans and only has room in his pockets for one item–a cellphone, which he answers, while it’s still in his jeans.

The bottom-line message, though, is whatever the reason, it makes sense not to smoke.

This U.S. Food and Drug Administration (FDA) PSA–part of “The Real Cost” campaign from agency FCB New York–was directed by Anton Visser via production house Supply&Demand. Visser is with South Africa production company Velocity Films.

Credits

Client U.S. Food and Drug Administration (FDA) Agency FCB New York Lee Garfinkel, CEO; Gary Resch, executive creative officer; Megan Williams, creative director/art director; Matt Anderson, director of content creation; Maria Garelli, producer. Production Supply&Demand Anton Visser, director (from Velocity Films, South Africa); Ari Hakim, producer; Tim Case, founder, manging partner; Charles Salice, president, managing partner; Jeff Scruton, exec producer, managing director; Rika Osenberg, sr. head of production; Jo Willems, DP; Deborah Evans, production designer. Editorial NO6 NY Jason MacDonald, editor; Corina Dennison, exec producer. VFX The Mill New York Colin Blaney, Mike Pulan, VFX producers; Eliza Pelham Randall, VFX supervisor. Music Groove Guild NY Paul Riggio & Janice Brown, music producers, Al Risi, music supervisor

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