Fletcher Martin Hits Home in Anti-Drug Messages

The boy emulates his big brother’s every move, gesture and behavior–on the basketball court, at a picnic table, in front of the mirror.
The image, two lives bound by adulation and trust, is familiar; the message, captured in the eyes of both siblings as the older brother reaches for a joint, is driven home in a voice-over: “Some kids think smoking weed makes you cool. What about those who already think you already are?”
The television spot, part of Atlanta-based Fletcher Martin Ewing’s national campaign for the Partnership for a Drug-FreeAmerica, targets kids on the fence: tempted, but torn by responsibility to those who care about them.
A second spot, “Mother/Daughter,” also directed by Rene Eram in Los Angeles, builds on the fragile ties that bind an inner city family.