Y Do U Think Smoking is Bad for Animals?
Virginia Tobacco Settlement Foundation (VTSF) is attempting to put young people off smoking with a set of television commercials that appeal to fondness for animals. The campaign, online at ydouthink.com, includes “Forest”, an advertisement highlighting the impact of tree felling on wildlife, a man size bunny in particular. Also included in the campaign are shorter ads featuring texting and love, puppies and kittens. The campaign site provides monthly “facts” that are designed to make young people think twice about smoking.
“Forest” opens on a caravan of cars stopped in a dense, young Douglas Fir forest. It’s quiet, with only the chirps of birds, as we see a bearded man in a dingy rabbit costume taking in his surroundings and nibbling on a carrot. A tall, serious-looking suited man approaches with a coffee mug in hand, followed by another ‘suit’ with a briefcase; accompanying them are lumberjacks sporting hardhats and chainsaws. The tall suit says to the rabbit, “Bob, you know why we’re here.” The rabbit replies, nervously nibbling away, “Yeah, I know.” The suit continues, “We own your home now. You’ll have to leave.” The rabbit stops nibbling, spits and challenges, “Make me,” then attacks a lumberjack. He’s quickly overtaken and the crew starts cutting down trees. “No!” wails the rabbit, and he flees into the forest. He makes it to what appears to be a meadow, but sees it’s actually a clear-cut field of tree stumps. The rabbit screams as we rise high above the stumps. The super, “Every day, 1.5 million trees are cut down to make cigarettes,” and ydouthink.com logo close out the PSA.
The YDoUThink campaign was developed at Barber Martin Agency, Richmond, Virginia, by creative director Michael Mullen, copywriter Joon Kim, art director Sarah Duke, and agency producer Greg Simos.
Editor was Frank Effron at Cut and Run, Santa Monica, with assistant editor Hugo Mendez, online artists Mitch Gardiner and Eric Leon, executive producer Michelle Burke, producer Chris Girard.