The Partnership for Drug-Free Kids new TV public service announcement opens with familiar imagery, an egg being cracked open on a cast iron frying pan, as the sound of hot butter sizzles. Then the voiceover says, “This is your brain. This is drugs. This is your brain on drugs. Any questions?” It transitions to a series of kids asking parents questions about substance abuse in rapid succession. “Um yeah, I have questions,” says one teen. “Prescription drugs aren’t as bad as street drugs, right?” says another. “Weed’s legal, isn’t it?” The tension continues building in the spot with each question. “Why is heroin so addictive?” “Dad, did you ever try drugs?” The PSA then closes with a voiceover from Emmy-Award winning actress Allison Janney: “They’re going to ask. Be ready. Go to drugfree.org.”
Creative Credits:
Agency: Campbell Ewald
Chief Creative Officer: Jo Shoesmith
Art Director: Tom Cerroni
Copywriter: Joe Godard
Account Executive: Kelsea Wilhelm
Producer: Mary Ellen Krawczyk
Production Coordinator: Martha Carter
Audio Engineer: John D’Agostini
CEO: Kevin Wertz
Business Management: Brenda Gorman,Teri Kachler, Kelly Maines
Production Company: Independent Media Inc.
Executive Producer: Susanne Preissler
Director: Janusz Kaminski
Editor: Hank Corwin, Federico Brusilovsky
Executive Producer: Gary Ward
Flame Artist: Glenn Teel
Music: Barking Owl
Executive Producer/Creative Director: Kelly Bayett