Colorado has an offbeat anti-smoking effort going on called Own Your C (short for Own Your Choices), in which teens are encouraged to think for themselves and make their own decisions. If you hesitate, suggests a new commercial from the campaign, friends might make your decisions for you—and the next thing you know, you’re spouting Japanese after having wasted the one wish you’ve been granted by a diminutive genie. The spot is a bit confusing (learning a foreign language is like picking up smoking?), but perhaps teens will spend enough time with the flashy Web site to absorb the general message. The campaign is by an agency called Cactus.
—Posted by Tim Nudd