NCADA - St. Louis All American Girl - Heroin (2016) :60 (USA)

NCADA aired this ad only in St. Louis, a very serious anti-heroin message squeezed between the odd constipation ads, car ads and ban ads. This girl, quite literally, throws her entire life away. Sung by Lauren Duski and composition of music and lyrics from Craig J. Snider, the song produced by Mix Kitchen is heart-wrenching. You may remember last year's ad entitled That's How which was also done by Schupp Consulting. While last year I wrote that the feel-good music was effective, but I personally think it didn't need it at all, this year, the music helps tell the story. Nothing like juxtaposing happy music with dark images.

Client: NCADA
Agency: Schupp Consulting
Creative Director and Producer: Mark Schupp
Copywriter: Tipper O’Brien
Art Direction: Jeff Knubly
Director and Post Editing: Scott Ferguson
Music and Audio: Mix Kitchen
Music and Lyrics Supervision: Craig J. Snider
Vocals: Lauren Duski
Music lyrics co-written by Craig J. Snider and Tipper O’Brien
Mix Kitchen Executive Producer: Sam Fishkin

AnonymousCoward's picture
Jorge Inchaurregui's picture

Harsh, in-your-face, social awareness ads have to be some of my favorites. I'm looking forward the day I get to do one as powerful as this one. The all-american girl throws away everything she got handed to her, and sadly it happens every day, everywhere in the world, not just to pretty, blonde girls. It's hard to watch, it must be harder to live it.