Gatecrasher’s latest Cancer Council push shows how smokers are seen by people close to them
New research commissioned by Cancer Council WA has revealed that now, more than ever before, smokers are trying to hide their addiction from family, friends and workmates. A new Gatecrasher tvc has been created to tap into the emotions that smokers feel about their concealment and the effect this type of behaviour can have on others.
Strategically, this is very new territory in anti-tobacco advertising and the campaign is expected to have a significant impact.
Credits:
Creatives: Adam Barker, Lori Canalini
Director: Grant Sputore, The Penguin Empire
Producer: Kelvin Munro
Agency Producer: Kate Downie
DOP: Allan Myles
Post: John Cheese
Sound Design: Brad Habib, Sound Byte
Clients: Terry Slevin, Libby Knight, Cassandra Clayforth, Lorena Chapman
Account team: Tony Scampoli, Emma Lambert
6 Comments
It’s never easy to find a fresh angle on a old problem, but this definitely qualifies. They’ve shown some restraint in the execution, which is pleasing. Not sure if smokers will find it emotionally manipulative or not (I’ve not seen the research and I’ve never smoked, so I can’t relate), but I suspect it will hit home with more than a few. Look forward to seeing where this campaign goes in other media (…and good to see it was a local production). Good job!
Understated and effective. Nice work to all involved.
Good strategy and nice to see the creatives’ restraint in not allowing the execution to get in the way of the message.
Absolute ripper guys. As an ex smoker, the shock campaigns never worked- over dramatized (mixed in with a bit of Peter Pan) and more often than not, reminded me I ‘need’ a ciggy. The touch points you have hit in this are the reasons I gave up ( and I know a lot of my friends had the same reasons) .
I’m banging on about this so much because it’s the first time I have actually felt connected to a quit spot.
Well done.
Well done guys, great ad!
Love it guys. Very pointy observation, beautifully executed.