DDB Canada Cooks up Some E for Toronto Crime Stoppers
Posted in: UncategorizedDDB Canada launched a pro-bono PSA campaign for Toronto Crime Stoppers examining the dangers of ecstasy use, entitled “Cookin’ with Molly.”
The spot, whose full-length version online runs 90 seconds, is presented as a cooking show with a drug dealer. Molly is a name for pure MDMA (commonly known as ecstasy), but, as the video shows, pills presented as “Molly” are often adulterated with substances ranging from methamphetamine and cocaine to heroin and even bath salts. “Welcome to ‘Cookin’ with Molly,’” says the host of the show at the beginning of the ad, “today’s secret ingredient is meth.” He adds just a pinch of bath salts to some ground up MDMA, a bunch of meth and finishes up with his “signature” blue color and some binder before pressing the pills. The online version of the spot ends by directing to viewers to the campaign landing site for more information. There are also 15 and 6 second broadcast versions of the spot. DDB Canada hopes the tongue-in-cheek approach of the campaign, which launched today and will run through the end of February, will resonate with the target audience of people between the ages of 15 and 25.
“These party-type drugs have been a growing concern, and Toronto Crime Stoppers wanted to tackle this head on without being heavy-handed, so the cooking show format is intended to be tongue-in-cheek,” explains Craig Ferguson, senior art director, DDB Canada Toronto. “At the same time, this creative still allows us to educate people on the harmful, hidden ingredients found in MDMA which was our key objective.” (more…)
New Career Opportunities Daily: The best jobs in media.
