Mayor Bloomberg's Pride

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The American Legacy Foundation and the N.Y.C. Dept. of Health and Mental Hygiene, via Austin agency GSD&M, are doing a novel New York multimedia, reality-style antitobacco campaign called "Bob Quits." Bob is a real New Yorker, a construction guy who can smoke on the job, though his name isn't Bob. " 'Bob' actually wasn't a great actor, and that's what we liked about him," say GSD&M's Bill Bayne and Mike Ferrer. "We chose our Bob because he was a blue-collar family man and a pack-a-day smoker, but he hated smoking and was genuinely committed to quitting. He's likable, someone everybody could relate to." There's print, there's TV and the daily action is found on the web at You go, guy!

Client: ALF Agency: GSD&M GCDs: David Crawford, Luke Sullivan CW: Bill Bayne AD: Mike Ferrer Agency Producer: Dan Brown Directors: Bill Bayne, Mike Ferrer Editor: Mad House Photographers: Mike Ferrer, Eric Asche Print Producer: Ellen Hanrahan

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