| 标题 | Get Off my Back |
| 广告公司 |
Havas New York
|
| 广告战役 |
What Kids Say - PDFA
|
| 广告主 |
Partnership for a Drug-Free America
|
| 品牌 |
Partnership for a Drug-Free America
|
| 首次发布日期 |
2002 / 9
|
| 行业领域 | 反对吸毒、酗酒及吸烟讯息
|
| 广告口号 | Talk, Know, Ask, Parentsthe Anti Drug |
| 剧情简介 | "What Kids say" isn't always "what they mean"; an important concept when trying to parent your teens through the difficult years when they start to encounter drugs. |
| 哲学 | We wanted to address this very real experience of conflict between parents and teens; teens telling their parents to quit bugging them. By also showing how kids really think (they appreciate boundaries and parents who look out for them even as they are beginning to assert their independence), the ads let parents know that it's okay to act like parents. Strong parenting is the anti-drug. |
| 问题
| The reality is that kids whose parents stay on top of their social lives are less likely to try drugs. The problem is that during the rebellious teen years, parents often don't want to probe too hard for fear of alienating their kids - or fear of not being a "cool" parent (a by-product of the baby boomers attitudes.) |
| 媒体类别 |
户外广告
|
| 市场 | 美国 |
| 执行创意总监 |
Phil Silvestri
|
| 创意总监 |
Rich Roth
|
| 美术指导 |
Dave Leinwohl
|
| 文案 |
Margaret Elman
|
| 摄影师 |
Martin Schoeller
|
