New TV spots show teens in familiar adolescent scenes, yet homework sessions, prom and parental squabbles burst with enough tension to make the viewer wonder if there is more going on than garden-variety angst. To create the unsettlingly true-to-life campaign, DC and director Floyd Russ, who is best-known for his award-winning documentary short Zion, allowed teens to inform the action of the spots — which were entirely unscripted.
Complementing the TV and video are arresting outdoor boards running across the state and a website solely devoted to the dangers of nicotine on the teenage brain.
2 May 2019 · Posted in California Tobacco Control Program Broadcast and video Print and outdoor New work
Work + News
Helping Rosetta spread the word
Against competitive headwinds, DC reintroduces Rosetta Stone as the leader in deep, nuanced language learning with ads so cute you want to pinch them.
DC is honored to announce that our work for the California Tobacco Control Program to help smokers quit in an empathetic way has been recognized with a Clio Health award.
Hope and dance for foster kids
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The Little Big Lie
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Kona makes the playoffs
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Vaccinations, empathy, and equity
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Catching “Waves” with Kelly Slater
Fresh off an exclusive in Adweek, our latest work for Kona Brewing is ready to make waves all summer long. And this time surfing legend Kelly Slater is along for the ride.
The spots are animated. The struggle is real. True tales of former smokers on the perilous path to quitting.
InnovAsian: The Next Generation
DC is back with seconds of our award-winning, supply-chain-busting InnovAsian Occasion campaign now running on stations across the nation.
Not only did viewers rank the TV spots above those of market leaders Corona and Dos Equis, they gave them the third highest score for any alcohol-related ad that year. Which might be one good reason for a frothy 37% sales increase.
SweeTARTS’ Be Both is back
After the sweet success of last year’s 'Be Both' launch, SweeTARTS is doubling down on the campaign to Gen Z with brand new work in market now — and more to come in 2021.
Loyalty or discount program advertising often dwells in the downscale world of the coupon clipper — a turnoff to savvier online shoppers. Our strategy was to present Rakuten as every bit as premium as the brands it offered rebates on.