Crispin Porter & Bogusky, Miami
Voyeur Films, Jim and Vezna Tozzi, directors
Here's something you don't see every day -- an upbeat, funny anti-tobacco spot! To address the issue of kids who suffer from second hand smoke caused by parents who smoke, the agency perfectly mimicked the opening of the now-classic '70s sitcom "The Brady Bunch." It's the story of a mother with three girls ("the youngest one asthmatic," the cheerful theme-song singers go) who meets up with a man with three boys. The mom and dad puff their way through the entire piece as the kids, mortised in their little boxes the way the original Brady kids were seen, cough and wheeze as smoke gets in their eyes.
Given there soon will be many more of these campaigns once the terms of various state and federal tobacco settlements kick in, creative people are going to have to be more willing to stretch the boundaries of what's considered appropriate. Here, a light, comic touch worked nicely. Parodies like this are fun to watch, but only when they're good. This one was worth it because the people it's probably intended for may not want to listen to the message.
Partnership for a Drug-Free America: "Typical Day," :30
Tierney & Partners, Philadelphia
Picture Vision, Francis Mohajerin, director
Everything we see in this spot we see from the camera's point of view. A woman looks up from a cafe table and goes, "Ellen, you want to get high?" The counter man at the deli hands over a sandwich and adds, "Hey, Ellen, we've got some great Thai stick in the back." The produce manager at the supermarket looks up and mutters, under his breath, "Smoke, smoke . . ." Everywhere Ellen goes, someone is offering to get her stoned. Then the title card appears: "Now you know what a 13-year-old's day can be like."
When put in that perspective, the message suddenly has much greater power. "Talk to your kids about marijuana," reads another graphic, without bothering to say that if you don't, someone else will.
Life Foundation: "Eyes," :30
Young & Rubicam, Buenos Aires
Malatesta Films, Jorge Malatesta, director
Know the feeling when you can't keep your eyes open? Picture this: A car is racing down the highway at night. All we see is the grille, headlights and part of the hood. It's one of those sporty models with hide-away headlamps. Suddenly the lights begin to droop into their closed position, only to snap back open. They droop again then flicker back on. Finally the lights go out and the car races on in the dark as we fade to black. A title card comes on to point out most people who fall asleep behind the wheel "never wake up," as sound effect of screeching brakes is heard.
Help the Aged: "What do you see?" 4:00
Leo Burnett, London
Malcolm Venville, Ltd., Malcolm Venville, director
This haunting cinema commercial was intended to change younger people's opinions about seniors and to raise awareness of the Help the Aged project. Mercifully, it wasn't done in the typical, frantic style of most messages aimed at younger people. This film opens on a bedroom with a nude woman lying asleep under the sheets. A voiceover is heard, performed by the actress Helen Mirren. "What do you see when you see me?" she asks. As the camera moves about we see various shots of the woman, awake but lying languidly in the bed, the poem continues -- it's the old woman writing to her caregiver, reminding her she, too, was once young, with her life before her. At the poem's conclusion, the camera moves in for a shot of her face as she's transformed into an old woman for an instant. A male voice, that of Anthony Hopkins, explains the poem was written by a woman who lived in a home for the aged in Britain and was discovered by a nurse going through her things after she died, a revelation that makes the piece that much