Teenagers especially in the rural parts of the United States don’t like being told what to do. Unfortunately our job was to tell them that they should stop using chewing tobacco–a deeply engrained part of culture. So didn’t tell them what to do, we told them what not to do. And, it worked. The campaign lead to an unprecedented boom in chewing tobacco-related health consequences, and it also won us an Effie.
Teens in the rural parts of America love chewing tobacco. What they don’t like is being told what to do, especially if it’s the government telling them something. So we didn’t tell them what to do. We told them to don’t do it. If they already don’t care about the health effects of dip, they really should leave it that way. They should under no circumstances do a search on it. Who know where that could lead.
Credits: ACD, Copy: Laszlo Szloboda ACD, Art: Akos Papp Creatives: Lex Beltrone, Jay Marsen ECD: Gary Resch CCO: Ari Halper FCB NY, 2017
Director: Martin Stirling Production Company: Partizan