Social smokers, ages 21 to 35, typically don’t view themselves as “smokers”–and thus underestimate the harm of lighting up socially. To raise awareness of this not-so-little lie folks tell themselves, agency Duncan Channon created this campaign for client the California Department of Health’s CA Tobacco Control Program (CTCP),
Among the campaign elements is “Date,” a digital video spot which uses social tension to generate an “oh shit” realization for a young person who realizes he is indeed a smoker. Production house MJZ’s Hoffman/Metoyer–the duo of Will Hoffman and Julius Metoyer–directed this and another spot in the campaign.
“After discovering that young people who smoke socially rarely see themselves as smokers, we wanted to play with this distorted perception about the pervasiveness of their habit–as well as its harm,” said Anne Elisco-Lemme, executive creative director, Duncan Channon. “The campaign places young people in true-to-life social situations that force a moment of self-realization about the truth of their smoking and its impact. We strip away the excuses used to defend social smoking–leaving the viewer with the stark reality of their smoking and its health consequences.”
Credits
Client California Department of Public Health, California Tobacco Control Program Agency Duncan Channon Anne Elisco-Lemme, Michael Lemme, creative directors; Shannon Burns, lead designer/art director; MJ Deery, lead copywriter; Derek Taylor, copywriter; Chris Onesto, art director; Scott Whipple, studio designer; Keenan Hemje, Christine Gomez, sr. broadcast producers; Eric Kozak, sr. digital producer; Emily Sarale, producer; Andy Berkenfield, chief strategy officer. Production MJZ Hoffman/Metoyer, Will Hoffman & Julius Metoyer, directors; David Zander, president; Eriks Krumins, sr. exec producer; Suza Horvat, producer. Editorial Cabin Edit Isaac Chen, editor; Carr Schilling, exec producer; Michelle Dorsch, producer; Kurt Zhuang, finishing. Audio Post One Union Studios Joaby Deal, sound engineer. Sound Design Barking Owl Morgan Johnson, sound designer; Kelly Bayett, creative director; Ashley Benton, producer.
This trailer promotes Charge Around The Globe, a new adventure docuseries that follows record-breaking traveler Lexie Limitless on an extraordinary journey to circumnavigate the globe in an electric vehicle--traveling over 30,000 kilometers across six continents, all in pursuit of one world record. The three-part series on Prime Video in the U.K. showcases the capabilities of modern electric vehicles while immersing viewers in the numerous experiences and challenges Lexie encounters throughout her journey. As she navigates various challenges throughout her trip, Charge Around the Globe serves as a testament to the spirit of exploration. Ford, Wieden+Kennedy London and WracK teamed on the series.
The documentary aims to address the primary concern hindering many consumers from transitioning to electric: doubts about the range and capability of electric vehicles. As a 120-year-old brand, Ford looked to its past as inspiration for the switch that’s taking place today. Over a century ago, pioneering explorer Aloha Wanderwell set off from Nice at the age of 16 to become the first woman to drive around the world in a Ford Model T. Now, in 2024, we get to see Lexie, the youngest person to visit every country in the world, take to the wheel of the electric Ford Explorer, reinventing that historic journey for a new generation. Along the way, she meets extraordinary people, navigates difficult terrains, and faces the challenges of a constantly evolving charging infrastructure that puts her to the test.
“Charge Around The Globe has been the ultimate test drive for our new electric Ford Explorer. We took on every kind of weather and road condition and dealt with just about every charging scenario. The journey embodies the true... Read More
