The dark, fuzzy images flit by, tantalizing viewers with shots of a can's red warning notice.
"Brain damage," says the voiceover. "Heart damage. Death." Then comes the ominous tagline: "Some of the most dangerous drugs aren't on the street. They're under your sink."
This TV spot, by Wolf Group in New York, broke earlier this month for Partnership for a Drug-Free America as part of a new, national multi media campaign. The pro bono effort mostly targets parents in showing the dangers of abusing inhalants—common household products that some kids sniff to get high.
The spot's voice over tells viewers to "protect your kids" and warn them about inhalants; a screeching crash is then heard and a syringe made from an aerosol can appears. "Because just one time can kill," notes the voiceover. The ad ends with the New York-based client's name and an 800 number.
"We were inspired by the gravity and the seriousness of the problem," said Mike Rogers, shop president and creative director, adding that the agency also considered how accessible inhalants are when it created the work.
Similar ads are appearing in magazines such as Time and People, and in outdoor.