Quitters Prosper in KSV's Anti-Smoking Ads | Adweek Quitters Prosper in KSV's Anti-Smoking Ads | Adweek
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Quitters Prosper in KSV's Anti-Smoking Ads

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BOSTON Kelliher Samets Volk's latest anti-smoking ads for the Vermont Department of Health make an appeal to young adults who may be looking to keep a few extra dollars in their pockets, instead of cigarettes.

A trio of TV spots—set in everyday locales such as a living room, drive-through shopping area and a laundromat—show people unexpectedly finding cash because they no longer spend so much on tobacco products. Graphics note the high cost of smoking a pack each day: $150 per month and $1,800 per year.

The independent agency in Burlington, Vt., said it is trying to reach low-income adults who smoke at high rates and are heavily targeted by tobacco companies. The goal is to get the audience to visualize the many things they could buy with the extra money, the shop said.

Along with the TV spots, KSV also crafted campaign elements for display in bars and convenience stores. These include a coaster shaped like a folded five-dollar bill with the headline "Like finding money?" and the toll-free Vermont Quit Line number on the reverse side. Playing cards that look like a pack of cigarettes ("Money Suckers: Wasteful & Expensive Blend") are being distributed through a network of community coalitions.

Bill Drew served as creative director on the campaign, overseeing the efforts of copywriter Mike Hannigan and art director Seth Drury. Rudi Schwab directed the commercials.