The male student seated next to her looks on in disbelief as she chug-a-lugs the liquid. she then looks at his frog jar and asks him, "You gonna drink that?" She's poised to have another pause that refreshes.

The spot ends with a super against the backdrop of a frog that reads, "Cigarettes contain formaldehyde, the stuff used to preserve dead frogs." This message is accompanied by a Website address, ydoyouthink.com, for a youth smoking awareness program sponsored by the Virginia Tobacco Settlement Foundation.

"Frog" is one of the three spots in a Virginia Tobacco Settlement Foundation campaign directed by David Jaffe of biocoastal Playroom for Barber Martin Advertising, Richmond, Va. The other commercials were "Belly" and "Off to School".

In the latter, a mother drives her son to high school. she is smoking in the car, with the windows rolled up. He coughs in protest but she doesn't stop puffing. Finally to let her know how he feels, the lad passes gas, gets out of the car and goes to class.

In "Belly," we're treated to a belly dancing performance -- not by lovely lasses but by overweight teen boys. As their body fat jiggles, culminating in one guy's belly fat slamming another's, a super makes us aware that smoking increases the production of belly fat in teenagers.

Jaffe's support team at Playroom included executive producer Debbie Merlin, producer JP Greaney and partner/managing director Carol Case. The DP was Tim Ives.

The agency creative ensemble consisted of creative director Patti Shulman, associate creative director/copywriter Jim Gentry, senior copywriter Bonnie Larner and director of broadcast production/producer Greg Simos.

Editor was Mike Calao of Final Cut, New York. Colorist was Tom Poole of The Mill, new York. Terressa Tate of Final Cut served as sound designer/audio mixer.

Shoot Magazine
August 18 - September 7, 2006