New McKinney anti-pot ads get it half rightMcKinney and the Partnership for a Drug-Free America have released the latest ad strike in the "Above the Influence" campaign. The campaign consists of a series of fake ads recruiting teens for jobs as burrito tasters, couch security guards and TV remote-control operators. The teens are sent to microsites (like this one for burrito tasting) that redirect to AboveTheInfluence.com. The kicker? Copy at the bottom reads, "Hey, not trying to be your mom, but there aren't many jobs out there for potheads." At first, I was majorly excited that they were focusing on the monetary downside of smoking pot and not on the OMG-you're-so-gonna-die-if-you-smoke-pot part. But the awesome fake recruitment ads are only part of the campaign. A separate but equal series of ads appearing in the same mags will focus on the you're-so-gonna-die aspect of drug awareness, featuring animals dressed like teens involved in life-threatening situations. In one execution, two slugs do some salt, and through the power of metaphor we are educated about the deadly nature of weed. Teens, who are of course immortal, still don't respond as well to the abstract threat of death as they do to the everyday threat of social stigma. |
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October 27, 2008 in Anti-drug, Cullers, McKinney, Partnership for a Drug Free America | Permalink |
Comments
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Having worked on ad campaigns as a creative for the PDFA, I applaud McKinney. It is incredible difficult to produce creative work as they have a panel of old farts governing what goes out. A big panel.
Something doesn't work about these ads though. I feel teens will appreciate the jobs instead of seeing them as a short fall. Eating free burritos all day? Awesome. Remote control operator? Sweet, I do that already.
The majority of young teens aren't worried, focused or even planning on college degrees.
Nationally, about 70 percent of U.S. High School students graduate on time with a regular diploma and about 1.2 million students drop out annually.
In October 2007, 67 percent of high school graduates from the class of 2007 were enrolled in colleges or universities, according to data re-leased by the Bureau of Labor Statistics of the U.S. Department of
Labor.
Combine them and it leaves 63 percent of High School teen who don't end up going to college.
I think this campaign may do well in the Ad Show's, but will not be effective with the current target. Seems more appropriate for kids who are already in college.
Posted by: Phatty | Oct 27, 2008 11:21:24 AM
Great perspective, Phatty! Thank you for commenting. I also think teens will think the jobs are totally cool, but I do think they’ll have a second wave of depression that washes over them when they realize that cool jobs like that do not exist.
Posted by: Rebecca Cullers | Oct 27, 2008 11:44:48 AM
I know lots of successful professionals who are weedheads. Particularly in advertising. Just sayin'.
Posted by: N. Botwin | Oct 27, 2008 12:21:59 PM
No jobs for potheads? What about the art department?
Posted by: J-Doug | Oct 27, 2008 1:57:35 PM
"Burrito Tasters" would be an awesome name for a gay bar.
Posted by: Warren | Oct 27, 2008 4:08:42 PM
I know the Head of Strategic Planning at a small creative shop. The guy is a total pot head / drug freak and one can tell.
Posted by: Willy | Oct 27, 2008 5:38:59 PM
Heck, about 50% of the people I know in advertising like to kick back and toke. They're committed, talented, driven, and yes, successful.
Not sure enjoying a little weed is a ticket to unemployed failure.
Posted by: | Oct 27, 2008 7:07:28 PM
dude,
weed.
seriously.
jobs and stuff.
et al.
nachos.
this ad.
dank.
Posted by: HS weed dudebuggy | Oct 28, 2008 1:45:59 AM
Seems like your campaign against weed needs to be file in the propoganda section.. a lot of professionals including myself smoke weed in moderation. Get over it.
Posted by: other side | Oct 29, 2008 12:33:40 PM
These ads are such crap. I'm a total pothead and I make about $80k a year as a systems admin / database administrator.
There are plenty of good jobs for potheads. As long as they're willing to do them well, most people don't care if they toke up in their spare time.
I love living in such a fascist country that these ads weren't listed as the propaganda they so obviously are. You guys are tools.
Posted by: ScooterPie | Nov 1, 2008 11:52:20 AM
It's pretty obvious that the creative team knows their subject very well. I guarantee they are potheads. The Jobs ads are funny and potheads will appreciate them for their humor, but I doubt they will incite self reflection.
It makes sense that the pot message is soft and the hardcore drugs message is about how they will kill you, since that is what they will do. Unless you have done hard drugs the ads might not speak to.
Posted by: Zygomate | Nov 22, 2008 11:52:20 AM
Who funds these anti-pot ads is what I wanna know. It better not come out of the taxpayer budget. This is a complete waste.
Posted by: Dylan | Dec 6, 2008 1:54:10 PM
I think these ads need to stop. We need to better EDUCATE young teens about real drug abuse in this country which is TOBACCO AND ALCOHOL.
Marijuana is way less harmful than both of those, any real doctor/scientist/botanist will tell you this.
I can guarantee you that these ads came from a pothead just sitting on his couch "thinking of new ideas"
Posted by: funkdoobiest | Jan 3, 2009 6:11:02 PM
We should ask ourselves:
Who benefits from stigmatizing and keeping cannabis illegal?
Alcohol corporations, tobacco corporations, big pharmaceutical corporations, and law enforcement (who get money to combat the "evil weed."
Posted by: Educator | Jan 22, 2009 11:39:57 PM
i dont see whats so wrong with pot it isnt as deadly or addicting as alchol or cigarettes. Plus how many poeple have met an mean stoner. If your an alchoholic you have probably met one at the bar or probably are one. the time for america to become closer is here. I havent met one person that smokes pot that i dont like
Posted by: burt | Jun 11, 2009 4:00:19 PM
