"Face of Dip"

Winner – Best of Show – 2017 Aster Awards
Gold – Ad Age & Modern Healthcare
2017 IMPACT Awards

Highest performing spot from the FDA Center for Tobacco Products'
β€œThe Real Cost" Rural Smokeless Campaign.
+15 million views on YouTube

Considerable +12.7% Lift in intent not to use dip. One-time ad exposure had lasting impression and high lift in brand interest. (Google Brand Lift Study)

  • Role ACD, Copywriter (additional copy, Victor Soares)
  • For FDA “The Real Cost” Rural Smokeless Campaign
  • Type TV, YouTube

Directed by Marcus Nispel for Altered.LA

NBC News coverage of campaign launch.

As-produced spot shows negative health effects. But original concept focused on addiction, denial and the lack of personal freedom they engender (insights from ethnographic and focus group research). Original storyboards below.

OOH concept board.