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Action on Smoking and Health
A National Legal-Action Antismoking Organization Entirely Supported by Tax-Deductible Contributions
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New Anti-Tobacco Commercials to Air During the Super Bowl [01/21-3]
Excerpts from: Anti-Tobacco TV Fits Upbeat Mood of Super Bowl
By Alicia Griswold Adweek
[01/20/04]
Two new anti-tobacco spots for the American Legacy Foundation were created to
air on Super Bowl XXXVIII.
The 30-second "Shards O'Glass," from Havas' Arnold, Boston, and MDC Partners' Crispin Porter + Bogusky, Miami, will play during the Feb. 1 game's fourth quarter. A 60-second ad will also air on a CBS pre-game show.
The effort asks viewers to imagine what life and commercials would resemble if all companies sold products like tobacco, according to the Washington, D.C.-based client. The spot, named for a fictitious company that sells ice pops studded with glass shards, parodies upbeat commercials likely to air on the Super Bowl.A source said the client decided against using spots from the current campaign,
a serious focus on Big Tobacco's need for replacement smokers, because that
work did not fit the mood of the game.
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