TV / YOUTUBE / COMMERCIAL / 25 MILLION VIEWS / ASTER AWARD WINNER

Writer

BACKGROUND
I wrote this spot ("Jeans") for Sensis, a Washington, DC-based agency that counts the FDA as one of its clients. It is part of a 2016 campaign targeting rural teens and their traditional (and potentially deadly) use of chewing tobacco ("dip").

1. BROADCAST / WEB COMMERCIAL
"Jeans" uses the white ring that a consistently present tobacco tin leaves on a pair of jeans as a symbol of more permanent damage.

2-3. MEDIA COVERAGE
Clips of the spot were featured nationally on NBC News and Fox News stories about the FDA campaign and the dangers of smokeless tobacco.

RESULTS
The gentleman in the spot, Gruen von Behrens, was a motivational speaker on the subject and pushed the agency to shoot his footage before it was too late. He died within months of filming. The :30 spot has over 4 million YouTube views and the :15 over 21 million. The TV campaign won a 2017 Aster Award for Excellence in Healthcare Advertising.