After a four-year hiatus, the White House Office of National Drug Control Policy and the Partnership for A Drug Free America returned to the Super Bowl in 2008 with this 30-second spot about a drug dealer whose sales have suffered as kids raid their parents' medicine cabinets. The ad, tame by comparison to 2002 forerunners "AK-47" and "I Helped," was part of a 12-week multimedia campaign costing $14 million. The ONDCP also appeared in the 2003 game to warn about drugs' influence on good judgment ("Pregnancy Test") and in 2004 to caution against permissive parents ("Rewind").
Director: Renny Maslow. Production company: Smuggler.
Creative director: Keith Ross. Agency executive producer: Kelly Fagan. Copywriters: Claudio Lima, Rob Rooney. Art director: Daniel Prado.
Editorial: PS 260. Editor: J.J. Lask.
QUARTER AIRED: Q2