|Title (original language)||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|
|Executive Creative Director||Mike Schalit|
|Art Director||Tom Cullinan|
|Account Director||Leigh Ogilvy|
|Director of Photography (DOP)||Clive de Klerk|
|Editing Company||Visual Assault|
|Production Company||Frieze Films|
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