New TV spots, done on a pro bono basis by Margeotes/Fertitta & Partners, New York, may become the first creative used under the new anti-drug initiative by the White House Office of National Drug Control Policy, which includes a $195 million paid media budget. The office is expected to submit a plan to Congress for a campaign that would kick off in December.
'FRYING PAN' REDUX
One of the two new 30-second spots from Margeotes is a fresh take on the icon spot in which a fried egg was used to show the effects of drugs on the brain. The new b&w spot starts with the same "This is your brain" line, as a teen-ager stands in a kitchen, holding up an egg.
"This is heroin," she says, holding up a frying pan. "This is what happens to your brain after snorting heroin," she says, and smashes the egg with the pan. As she becomes more upset, she wrecks the kitchen, noting in her diatribe the other aspects of life-friends, money, job, self-respect-that are destroyed by heroin use.
The spot ends the same way as the earlier spot, with the line "Any questions?"
The second spot, "Needle" shows a young man snorting heroin in a bathroom, as voice-over notes that many addicts think snorting heroin is safer than injecting. As he falls backward and through the floor, he is impaled on a 10-foot hypodermic needle. "No matter how you do it, it's still heroin," the voice-over concludes.
The spots were the idea of Margeotes' Creative Director Graham Turner-who was also copywriter on the "Needle" spot-and Art Director Gary McKendry, said agency President George Fertitta.
"Frying Pan" is available to stations this month and "Needle" will be available in the spring, said Doria Steedman, exec VP-director of creative development at the partnership.
The spots are meant to counter a growing heroin usage spurred by a purer version of the drug that allows users to inhale, rather than inject it.
Research showed some youngsters felt snorting heroin is not as dangerous as