The Montana Meth Project - "Boyfriend"

Venables Bell + Partners

Venables Bell + Partners San Francisco, United States

10945

This ad is part of the ACT Responsible Collection

Brand: The Montana Meth Project
Country: United States

Advertiser: The Tom and Stacey Siebel Foundation

Title	Boyfriend
Agency	Venables Bell + Partners
Campaign	Not Even Once - Montana Meth Project
Advertiser	The Tom and Stacey Siebel Foundation
Brand	The Montana Meth Project
Date of First Broadcast/Publication	2007 / 3
Business Sector	Anti-Drug/Alcohol/Tobacco Message
Tagline	Not Even Once
Story	A teenage girls voice over describes how much she loves her boyfriend and how he takes care of her. S imultaneously the camera pans along a lingerie-clad teenage girl on a bed in a seedy motel room. We see an older man zip up his pants and leave. As he leaves he hands a young kid something. The young boy comes into the motel room, marginally comforts the crying girl and then bends over his bag of meth. End card: Meth, Not even Once.
Philosophy	Through juxtaposing a voice-over expressing positive thoughts, with on-camera action depicting the opposite and quite violently so the brutal effects of Meth on peoples lives was brought into sharp focus. The spots were shot in one take, underscoring their real story nature.
Problem	Through previous campaigns we had already communicated the adverse physical effects of Meth. This time around we needed to communicate the more emotional effects of Methand that Meth affects not only the user, but all the people in the users life. His family, his friends, his loved ones.
Media Type	Television
Length	30 seconds
Market	United States
Art Director	Rey Andrade
Director	Darren Aronofsky
Creative Director	Greg Bell
Agency Producer	Susan Fisher
Account Executive	Jill Hartman
Copywriter	James Robinson
Art Director	Ellen Springer
Creative Director	Paul Venables
Copywriter	Chip Waters
Production Company	Alturas Redfish Films
Agency Producer	Craig Allen