Comments: 4 Comments (Go to Comments)
Categories: Interview
Tags: advertising, halo
Yesterday, GamePolitics posted Tobacco Free Florida’s latest anti-smoking ad – much to my chagrin. I live in Florida and have seen this ad dozens of times, but didn’t realize it was newsworthy. In atonement, I contacted Tobacco Free Florida to ask them about this ad. They connected me to the/zimmerman/agency, the advertising and public relations firm contracted by the Florida Department of Health to execute the Tobacco Free Florida campaign. Senior Copywriter Jason Piroth answered the bulk of my questions, but I’d also like to thank Pam Schultetus (PR) and Rob Kerr (ACD/Art Director) for their assistance.
Game Couch: How’d you guys come up with the idea?
Jason Piroth: It started with a discussion of what’s relevant to the 11-17 demographic today (skewing higher as well) and how we could best capture their attention in a world crowded with “typical” marketing messages. Given the explosion in the gaming market that has accompanied the recent release of games like Halo III, Bioshock, etc. and systems like XBox 360, PS3 and Wii, using a format similar to one with which the audience was spending considerable time seemed appropriate.
The idea itself originated with the remarkable statistic that 438,000 people die in the US annually from smoking, and a desire to show that while scenarios in games like these may appear dangerous, something even more deadly is lurking where you least expect it- at a convenience store, supermarket or a host of other stores nearby.
GC: The “game” looks like Halo. Was this intentional?
JP: Making the “game” a familiar form of first-person shooter was absolutely intentional, but we were careful from the outset not to make it look too much like any one game in particular. In a 30-second format, it’s important for the viewing audience to quickly grasp what they’re seeing, so keeping the spot in the realm of other games was critical. That way, the audience is free to enjoy the appearance of the spot, but also able to focus on the concept and message rather than struggling to figure out what it is they’re looking at.
GC: How was the commercial made? Did you actually use video game design software in its creation?
JP: We worked with a director who had a long resume of special effects experience and an effects company (Digital Dimension) whose artists spent part of their careers working with some of the larger gaming companies. This allowed us to assure that the spot would maintain its authenticity up front, making the anti-smoking twist all the more effective. The one thing we were afraid of initially was that gamers, who are notoriously critical, would sniff it out as a “fake” right off the bat and laugh the message off as a result. Thanks to the incredibly hard work of everyone on the team, that wasn’t the case and the message of the spot has been very well-received.
GC: How long did this take to make?
JP: From concept to broadcast, about 5-6 months. The actual production of the spot was a lot of back and forth between the team at the/zimmerman/agency, our director, the effects house, the post-production company that put it together and the audio facility where the VO and all sound effects were added. Throughout, the collaboration was as seamless as I’ve ever experienced, and that’s a testament to everyone on the team being united behind the goal of getting a clear, powerful message out to kids who may be thinking of giving smoking a try.
GC: How has the reception been?
JP: In a word, remarkable. We’ve had inquiries as to where people can buy the game, compliments from gamers of all ages for creating something that they can identify with and ample evidence of people truly embracing the spot’s message and declaring that they will think twice about smoking as a result. Also, for a spot that only aired in Florida, the national and international responses we’ve received are a great example of the borderless world that the Internet creates.
Paul:
Another great interview.
Terry:
Nice article. I’ve linked it on our front page. Have a great weekend.
Noted Futurist:
That is not an anti-smoking ad.
IT IS A PRO-SMOKING AD, CLOAKED AS AN ANTI-SMOKING AD.
Any ad that shows actual smoking makes smokers want to have a smoke… one that is presented from the position of the smoker, actually shows the cig come up to the mouth, is clearly a cloaked pro-smoking ad.
NF:
Who gave the State Of Florida the funding for it? Who is on the committee in charge of this?
If they aren’t being influenced by a tobacco interest, then they are completely clueless on how to convince people to not smoke. This is a horrible video, with you forced into the first person perspective of lighting up, sucking it down, and blowing it out.
You can have all the fancy graphics in the world, but if you make people want to smoke, when you claim to be doing the opposite, you are either lying or incompetent.
PURE TRASH!