72andSunny launched the latest in its ongoing anti-smoking campaign for truth, following its February effort “#CATmageddon” with “#Squadless.” The latest effort is based around research showing that smokers earn an average of 20 percent less than non-smokers. Unfortunately, as with its previous effort, 72andSunny takes the information and builds a logical fallacy around it, making the leap from correlation to causation and assuming ignorance on the part of its audience. That’s especially frustrating when such a leap is wholly unnecessary to its larger point that smoking leaves you with less money to hang out with friends (squadless), since, last time we checked, cigarettes were freaking expensive.
Someone decided to have the narrative delivered musically, via a series of what we might call “raps.” The spot opens with a teenage boy sitting next to his grandfather on the couch, delivering the line “I’m stuck with Pee-Pop, who smells like a foot, while my squad’s at the movies, and they’re seeing something good.” Not really a rhyme, but we know the rules are very loose.
Other suffering “squadless” smokers include a girl who climbs a tree to see a concert and a boy who learns Photoshop skills when broke and stuck in his room.
At least “CATmageddon” had cute cats as a saving grace; this time there’s just bad rapping and elementary Photoshop battle skills. We don’t have any statistics on hand, but we’re guessing most teens who light up hang around friends who also smoke. So while the money-sapping effects of smoking may be a good place to start, the larger message is not really landing for us.
In addition to the spot, which will run during Sunday’s MTV Video Music Awards, 72andSunny once again teamed up with some “social influencers,” including Timothy DeLaGhetto, Lele Pons and Brent Rivera. The campaign will also include a 60-second spot featuring a Diplo track, which will also run during the VMAs.
Now who wants a smoke?
Credits:
Agency: 72andSunny
Chief Creative Officer: Glenn Cole
Executive Creative Director: Matt Murphy
Group Creative Director: Mick DiMaria, Justin Hooper
Creative Director: Allbriton Robbins
Copywriter: Matt Garcia, Reilly Baker, Drew Burton
Strategist: Alexandra Mathieu
Strategy Director: Kasia Molenda
Group Strategy Director: Scott Jensen
CEO: Robin Koval
Chief Marketing Officer: Eric Asche
Executive Producer: Molly McFarland
Designer: Mindy Benner, Natalie Seitz
Brand Manager: Sarah Donze
Brand Coordinator: Marie Simoni
Brand Director: Kristine Soto
Sr. Social Strategist: Luke Yun
Director of Marketing: Jasmin Malone, Mary Dominguez
Production Company: Hungry Man Productions
Producer: Craig Repass
Head of Production: Jacki Sextro
Executive Producer: Kevin Byrne, Dan Duffy, Mino Jarjoura
Director: Dave Laden
Partner: Kevin Byrne
Music And Sound
Executive Producer: Amy Crilly
Composer: Justin Hori
Arranger: Squeak E. Clean Productions, Inc.
Editing Company: Cut + Run
Editor: Jay Nelson
Managing Director: Michelle Eskin
EP: Amburr Farls
Producer: Annabelle Dunbar – Whittaker
VFX: Jogger Studios
Creative Director: David Parker
Lead Flame Artist: Tim Bird
Flame Assist: Jorge Tanaka
Executive Producer: Rich Rama
Producer: Ben Sposato
Production Coordinator: Erica Cruz