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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