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Crispin Porter + Bo-gusky’s latest “Truth” anti-tobacco television commercials break this week in Florida.
Since 1998, the Miami agency has averaged two or three campaigns per year for the Florida Department of Health in Tallahassee. Each effort targets one aspect of thetobacco industry—smokeless products, industry manipulation and, this year, second-hand smoke.
Three 30-second “Lab Rats” commercials will air through the summer on cable and broadcast programs including The Simpsons, Smallville, King of the Hill andthe Jamie Kennedy Experiment.
The demographic target remains teenagers, but the shop’s focus is no longer on adolescent rebellion, said agency art director Paul Keister.
Keister and CP+B copywriter Bob Cianfrone put the facts about the dangers of smoking on nonsmokers in the mouths of lab rats, played byformer Saturday Night Live comedienne Victoria Jackson and Florida actor Kenny Babel.
The ads, directed by Will van der Vlugt in Miami, portray Jackson as a worker rat who does not smoke.
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