MVBMS Unveils National Anti-Drug Campaign

The first TV spots by Messner Vetere Berger McNamee Schmetterer Euro RSCG for the White House’s anti-drug media campaign en courage parents to be vigilant about their children’s whereabouts, but flexible about how the kids ex press themselves.

The New York shop’s work, done with the Partnership for a Drug-Free America, in cludes two spots and a print campaign.

One spot, “Party,” features a teenager with a lip ring dancing at a club. The girl whispers in a friend’s ear and pockets an unseen item that the friend gives her.

The camera follows her to a bathroom stall, where she removes what turns out to be a cell phone, which she uses to call her mother.

“Hey, you told me to call,” she says. “Can I stay for another hour or so? 11:00. OK, Mom.” Then a voice over says, “Let your kids be who they are, but know what they’re doing.” The tagline is, “Talk. Know. Ask.”

In the second spot, “Kid,” a young man with a partially shaved head, a ponytail and earrings is in his bedroom listening to loud music as he gets ready to go out. As he heads down the stairs toward the front door, he yells, “See you later, Mom.”

His mother walks up to him and, rather than comment on his looks, asks, “Jason, who else is going with you?” He answers, and she asks, “And you left the phone number?” He nods. “Be back before 11,” she says. The same tagline appears.

Ron Berger, shop CEO and chief creative officer, said the ads tell parents “to look deeper than the ward robe and say what you agree with and what you don’t.”