Minneapolis-based advertising agency, Clarity Coverdale Fury, will release a new multi-faceted campaign for their client, ClearWay Minnesota. A new television spot shows several families getting horrible news from a doctor regarding their loved one’s battle with a tobacco related illness. The victims’ families are revealed as the camera pans slowly behind the head of the doctor to reveal the next family.
“We really like using the revolving camera approach because the viewer becomes more of a voyeur so it creates an unexpected emotional moment,” said Jerry Fury, the writer and Creative Director on the campaign. The spot also reminds people that each year over 5,000 Minnesotans die from tobacco related illness. Marietta Dreher, Senior Advertising Manager at ClearWay Minnesota added, “With our mission of eliminating the harm caused by tobacco, the “Repeating Doctors” spot clearly shows that smoking delivers both physical and emotional harm to all kinds of people and their families.”
The new campaign also features bus sides and banner advertising which take aim at tobacco companies. The stark photography and headlines depict the cold, heartless approach tobacco companies have towards their customers using a highly addictive product. The headline of one bus side, which shows a young teenager with cigarette in hand, coldly states: “Expected service life: 32 years.”
The tobacco industry continues to spend almost $200 million each year in Minnesota to attract new, young customers to replace the thousands that die each year from tobacco related illness. Additional campaign work will continue to emphasize the aggressive marketing practices of the tobacco industry. All of the work is available online at www.weallpaytheprice.com, a website designed to educate Minnesotans about the harms of tobacco and expose the tobacco industry’s practices.
To view ad – http://claritycoverdalefury.com/agency/2010/12/we-all-pay-the-price-campaign/
About Clarity Coverdale Fury
Clarity Coverdale Fury specializes in helping brands make an emotional connection with customers through digital marketing, brand development, advertising, promotions and public relations. They consistently produce results often doubling or tripling a brand’s historical performance. Their tools include brilliant strategic thinking and world-class creativity. Clarity Coverdale Fury is perhaps best known for creating the global launch of Belvedere Vodka which shot from $0 – $1 billion in sales in just nine years. Current brands in the agency’s portfolio include: ClearWay Minnesota, Medtronic, International Dairy Queen, Purina Mills and Red Gold Tomatoes among others. Information on Clarity Coverdale Fury can be located on www.claritycoverdalefury.com.
About ClearWay MinnesotaSM
ClearWay Minnesota is an independent nonprofit organization that improves the health of Minnesotans by reducing the harm caused by tobacco. ClearWay Minnesota serves Minnesota through its grant-making program, QUITPLAN® stop-smoking services and statewide outreach activities. It is funded with three percent of the state’s 1998 tobacco settlement. For more information on ClearWay Minnesota or QUITPLAN Services, call 952-767-1400 or visit clearwaymn.org.
Credits
Client: ClearWay Minnesota
Agency: Clarity Coverdale Fury
Executive Creative Director/Art Director: Jac Coverdale
Creative Director/Writer: Jerry Fury
Group Brand Supervisor: Rich McCracken
Agency Producer: Jenee Schmidt
Director: Stephanie Green
Production Company: Little Minx
Special Effects: Volt Studios
Editor: Schnitt Edit
