Energy BBDO debuts arresting “Strangers” campaign for The Partnership at Drugfree.org

April 6, 2011


Strangers TV spot 1
Strangers TV spot 2

Are drugs turning your kid into a stranger?

That’s the provocative question being posed in a pair of new commercials created by Energy BBDO for The Partnership at Drugfree.org. In each spot a bewildered mom struggles to recognize her own children. Using older actors playing strung out losers (in place of what should be ordinary kids) is the campaign’s primary conceit. They are belligerent and ugly people; the kind of people kids become once they start abusing drugs and alcohol.

I admire the simplicity of the idea, dramatizing what otherwise is a complicated and challenging problem. A legitimate approach, it definitely has legs. To that end, I wouldn’t mind seeing coming spots push the ugly transformations even further. The two users in this commercial come across as goofier than plagued.

Yet, maybe that’s a good move (intended by the client and creatives), allowing parents and kids to see light at the end of the tunnel.

Addiction is just that: a tunnel. The further in you go the harder it is to get out. In recovery they call the darkest place in it one’s bottom. Trust me, I know. Yet, for as long as there have been anti-drug commercials there have been acute dramatizations of brutal despair and disgusting consequences. The characters in these spots aren’t quite there yet, thank God.

On a special note, it’s gratifying seeing (and writing about) so many quality campaigns coming out of my hometown, Chicago. First the exemplary Mayhem campaign from Leo Burnett. Followed by Secret’s timely and provocative meanstinks work from the same agency. And now “Strangers” from Energy BBDO. Spring is here –sort of. We will soon have a new Mayor. And the Bulls are heading into the playoffs as a number one seed. Are Chicago’s agencies following suit? The arrow is pointing up.

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