Darren Aronofsky Revisits the Horrors of Addiction in Anti-Meth PSAs | Adweek
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Darren Aronofsky Revisits the Horrors of Addiction in Anti-Meth PSAs Familiar subject for 'Requiem for a Dream' director

Anti-meth advertising has been disgustingly gnarly for some time. Now, it gets a celebrity director in Darren Aronofsky, who knows a little something about the horrors of addiction, having made a little date movie a decade ago called Requiem for a Dream. There are no amputated limbs or double-ended dildos in this campaign, from Organic Inc., but the message is similar—that drugs lead to all manner of physical, emotional and sexual degradation. The TV spots are expertly produced, transitioning from the floaty and foggy dreamworld of a user's high to the harsh realities of his or her shocking self-destruction. But the campaign is digitally focused, with all materials pointing to the newly launched MethProject.org. Check out some out-of-home work after the jump, along with three more TV spots—a far better use of Aronofsky's talents than his recent Revlon spot with Jessica Biel and Pharrell Williams. UPDATE: Ron Haviv, the famous war photographer, shot all the print ads for this campaign.













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