ATLANTA Two new anti-tobacco spots for the American Legacy Foundation were created to air on Super Bowl XXXVIII.
The 30-second "Shards O'Glass," from Havas' Arnold, Boston, and MDC Partners' Crispin Porter + Bogusky, Miami, will play during the Feb. 1 game's fourth quarter. A 60-second ad will also air on a CBS pre-game show.
The effort asks viewers to imagine what life and commercials would resemble if all companies sold products like tobacco, according to the Washington, D.C.-based client. The spot, named for a fictitious company that sells ice pops studded with glass shards, parodies upbeat commercials likely to air on the Super Bowl.
A source said the client decided against using spots from the current campaign, a serious focus on Big Tobacco's need for replacement smokers, because that work did not fit the mood of the game.
As more states redirect tobacco settlement money into other programs, and as major payments from the Master Settlement Agreement run out, the foundation is hoping the Super Bowl's huge audience will help it reach its target. About 150 million people are expected to watch the game.
"The Super Bowl's significant audience size presents an enormous opportunity for the American Legacy Foundation to reach a vast sector of the U.S. population," said Legacy president and CEO Cheryl Healton.
The foundation spent $90 million on ads in 2002 and $75 million between January and October 2003, according to TNS Media Intelligence/CMR. Super Bowl spots are priced at about $2 million.