FDA - “ADDICTION IS LURKING”

“Addiction is Lurking” is a two-part commercial spot created for the FDA’s The Real Cost anti-smoking campaign. These spots tap into the mindset of how teenagers are socially motivated to use tobacco; many teens don’t identify as smokers because they only smoke “socially” when with friends. Using a Blair Witch-esque thriller lens, we show teens that when you smoke cigarettes, addiction is lurking…even when you can’t see it.