ABBIE by MJZ, Mcbd for Department Of Health

ABBIE

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Industry Anti-smoking
Media Radio
Market United Kingdom
Agency MJZ
Director Jim Gilchrist
Agency Mcbd
Creative Director Danny Brooke-Taylor
Account Supervisor Rachel Gilmour
Released August 2010

Credits & Description

Category: Public Health & Safety, Public Awareness Messages
Advertiser: DEPARTMENT OF HEALTH
Product/Service: ANTI-SMOKING AWARENESS
Agency: MCBD
Creative Director: Danny Brooke-Taylor
Scriptwriter: Matt Lever
Agency Producer: Lynette Kyme
Account Manager: Tom Weinberg
Account Supervisor: Rachel Gilmour
Advertiser's Supervisor: Dan Metcalfe
Production Company: MJZ, London, UNITED KINGDOM
Director: Jim Gilchrist
Sound Engineer: Parv Thind
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: MCBD, London, UNITED KINGDOM

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
GIRL: Hey grandad, I know you’re listening to Talk Sport, and I just wanted to tell you that I want you to stop smoking 'cause when you smoke you make me feel really sad and I just think about that you’re going to die younger. Me and Lewis really don’t like you smoking and you know that Lewis gets really angry at you. Please listen to me, grandad. ANN: Your smoking affects your loved ones more than you think. For a free information pack to help you quit, text ‘WORRIED’ to 63818.

Brief Explanation
The real children and grandchildren of smokers send unscripted messages to their parents, stating their fears about their smoking and urging them to give up, during commercial breaks on radio stations that their parents and grandparents actually listen to.