Ogilvy ONDCP Effort Brings Teens Into Focus

WASHINGTON, D.C. Ogilvy & Mather’s latest spot for the White House’s anti-drug media campaign depicts the uncertainty teens face when they know a friend has a drug or drinking problem, but are hesitant to help, sources said.

The 30-second ad, “Lake,” will air on CBS during the premier of Survivor: All Stars, following Sunday’s Super Bowl. It opens with a teenage girl standing on a dock, sources said. She alternately looks out at the water and then turns her back on the lake. This action occurs at the same time another girl can be seen drowning, with her arms flailing about. A voiceover says, “If your friends are in trouble with drugs and drinking, don’t walk away.”

“Lake,” part of a new White House Office of National Drug Control Policy effort to launch during the Super Bowl, links drug use with drinking in TV ads for the first time in the campaign’s five-year history. “Rewind,” a 30-second spot from Interpublic Group’s Foote Cone & Belding, New York, will air during the game [Adweek, Jan. 26].

The work will be unveiled at a press event on Thursday in New York before airing this weekend.

WPP Group’s Ogilvy in New York has come under fire on the ONDCP account of late with two of its former executives indicted for alleged billing improprieties.