Mike Schalit
Chief Creative Officer at Net#work BBDO
Johannesburg, South Africa
TitleFilthy Habit
Title (original language)Filthy Habit
Campaign Filthy Habit
Advertiser National Council Against Smoking
Brand National Council Against Smoking
Business Sector Anti-Drug/Alcohol/Tobacco Message
Tagline What's so cool about a filthy habit?
Tagline (original language) What's so cool about a filthy habit?
Story (original language) The ad features young cool, sexy people at a house party. When the heroine starts picking her nose, she starts a chain reaction that replaces smoking with nose picking, asking the question "What's so cool about a filthy habit".
Philosophy (original language) Take a compelling, positive insight that hits at the hear of a timeless teenage fear:being uncool. Then package this with cool, sexy, edgy people, and unexpected retro soundtrack (recent hits Ala Coldplay/smashing pumpkins often overshadow the ad!) A solid dose of gross-out and humour and lastly hope it works!
Problem (original language) Tween and Teenagers are critical, savy media consumers who know it all. Even worse, they think they're indestructable. Typical "American style" stop-or-die messages don't work. We had to communicate with them without lecturing. We had to speak their language
Media Type Cinema
Market South Africa
Executive Creative Director
Art Director
Account Director
Director of Photography (DOP)
Editing Company
Production Company

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