NEW YORK New ads for the Centers for Disease Control and Prevention from Saatchi & Saatchi encourages children to get active in a campaign called "Verb. It's what you do."
A 90-second music video-style spot, directed by Chris Palmer of Gorgeous Enterprises, shows children outdoors playing with a sun-like orb that is tossed around. Print ads which urge "give your thumbs a rest" contrast the solitary video game play with outdoor physical activity.
"Nothing replaces the exhilaration of physical activity," said Tony Granger, chief creative officer of Saatchi & Saatchi, New York. "We wanted to capture this rush and encourage kids to cut loose and get out in the sunshine to play."
Creative directors Jan Jacobs and Leo Premutico served as art director and copywriter, respectively.