Cronin, CT Partnership Fire Anti-Gambling Salvo

BOSTON Cronin & Co. next week breaks work for the CT Partnership for Responsible Gambling that challenges the notion that sex and drugs are the only dangers facing today’s teens. Underage gambling can be an equally devastating problem, agency and client contend.

A 30-second PSA titled “The Big Game” features a teenage boy watching sports in his bedroom. When the action turns against him, he becomes so enraged that he destroys the set with a baseball bat. “When kids gamble, it can change the game completely,” a voiceover says. “Underage gambling is illegal. And it can lead to serious trouble. Talk to your kids about gambling. If you don’t, the odds could be against them.” The spot will run throughout the year statewide.

Glastonbury, Conn.-based Cronin was asked to craft the spot based on its status as lead agency for the Connecticut Lottery, which is a CT Partnership member.

The agency’s goal was to create a “hard-hitting, dramatic spot” that sends a strong message to parents, said Cronin evp, CCO Steve Wolfberg, who served as creative director on the project.

Bob Dennis wrote the copy; Wayne Raicik handled art direction; Lester Ayala was agency producer. Craig Champion of Tool of North America directed.