BODY BREAKDOWN

The human body is like a machine. When drugs enter it, the machine stops working.

That’s the idea behind a new PSA for the Partnership for a Drug-Free America, by Film Roman Commer cials, a division of animation production house Film Roman Inc. The 30-second TV spot, the company’s first for the partnership, is breaking this month, and targets 6- to 8-year-old kids.

The animated ad shows a fellow whose body has been cut away to reveal his insides, which comprise various gears and gadgets. To a percussive, clanking soundtrack, he downs burgers, milk, veggies, fruit and bread via an assembly line leading to his mouth—and then eats a spiky object marked, “Drugs.”

Suddenly, his body shuts down and then collapses. “Drugs can really break your body down,” says a child’s voiceover.

The spot seeks to appeal to parents as well as kids, said Liz Bagot, associate director of creative development at the New York-based PDFA. “It’s really just a basic message,” added Kathee Schneider, vp and executive producer, Los An ge les-based Film Roman.

The work will run on a pro bono basis via the client’s State and City Alliance Program, which consists of 54 member groups that deliver its ads at the community level in the top 75 U.S. media markets.