Title | Boyfriend |
Agency | Venables Bell + Partners |
Campaign | Not Even Once - Montana Meth Project |
Advertiser | The Tom and Stacey Siebel Foundation |
Brand | The Montana Meth Project |
Date of First Broadcast/Publication | 2007 / 3 |
Business Sector | Anti-Drug/Alcohol/Tobacco Message |
Tagline | Not Even Once |
Story | A teenage girls voice over describes how much she loves her boyfriend and how he takes care of her. S imultaneously the camera pans along a lingerie-clad teenage girl on a bed in a seedy motel room. We see an older man zip up his pants and leave. As he leaves he hands a young kid something. The young boy comes into the motel room, marginally comforts the crying girl and then bends over his bag of meth. End card: Meth, Not even Once. |
Philosophy | Through juxtaposing a voice-over expressing positive thoughts, with on-camera action depicting the opposite and quite violently so the brutal effects of Meth on peoples lives was brought into sharp focus. The spots were shot in one take, underscoring their real story nature. |
Problem | Through previous campaigns we had already communicated the adverse physical effects of Meth. This time around we needed to communicate the more emotional effects of Methand that Meth affects not only the user, but all the people in the users life. His family, his friends, his loved ones. |
Media Type | Television |
Length | |
Market | United States |
Art Director | Rey Andrade |
Director | Darren Aronofsky |
Creative Director | Greg Bell |
Agency Producer | Susan Fisher |
Account Executive | Jill Hartman |
Copywriter | James Robinson |
Art Director | Ellen Springer |
Creative Director | Paul Venables |
Copywriter | Chip Waters |
Production Company | Alturas Redfish Films |
Agency Producer | Craig Allen |