| Başlık | What's Your Excuse |
| Haftanın | Watson |
| Kampanya | What's Your Excuse |
| Reklamcı | Virginia Tobacco Settlement Foundation |
| Marka | Youth Anti-Smoking Campaign |
| Posted | Aralık 2002 |
| Sektör | Anti-Drug/Alcohol/Tobacco Message |
| Slogan | Can Anybody Tell Us Why Smoking Isn't Stupid? |
| hikaye | A woman opens her back door and calls "Bennett" for dinner. But alas, Bennett, who happens to be a dog, is busy sneaking a smoke. After taking a deep drag off of his cigarette, he looks at the camera, and says, "Hey, Im a dog. Whats your excuse?" |
| felsefe | WORK, Inc., in partnership VTSF, embarked on one of the largest youth research and strategic efforts in Virginia history. The goal of the research was to inform the message development and creative process, while maintaining cultural currency by involving Virginia youth at every step. And in the end, it was clear that one positioning statement stood out from all the rest: Smoking sounds stupid, and you can choose not to be. In order to combat the rising problem, the advertising must first create awareness around the message to produce a change in the attitudes and beliefs about smoking among tweens/teen 10-17 leading to a reduction in the incidence of trial and use as they grow older. To date we are off to a great start with a 58% awareness level after a mere six months. |
| Sorun | Underage smoking is a significant problem both nationally and in Virginia, with 70% of high school students having tried smoking. Virginia teens believe this number is only on the rise. Thus, WORK, Inc. was challenged by the VTSF to reduce this trend by delivering a strategic, hip, kid-friendly campaign. |
| Medya Türü | Television |
| Süre | |
| Market | United States |
| Yaratıcı Yönetmen | Cabell Harris |
| Sanat Yönetmeni | Cabell Harris |
| Reklam Yazarı | Steve Covert |
| Yönetmen | David Shane |
| Prodüksiyon Şirketi Prodüktör | Sunderland Procter |
| Ajans Prodüktörü | Betsy Barnum-Hicks |
| Editör | Dave Koza |
| Müşteri Direktörü | Whitney Snyder |
| Prodüksiyon Şirketi | Hungry Man |
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