QUITPLAN Services "Bogart" :30 TV

CCF Puts Monkey to Work
Agency Clarity Coverdale Fury Launches Multimedia Campaign to Help Smokers Get the Monkey Off Their Back.

MINNEAPOLIS — Agency Clarity Coverdale Fury launches new work for QUITPLAN Services, Minnesotas smoking cessation program. The new campaign, which combines animation and live-action, features television, radio, online and outdoor. Each execution presents QUITPLAN Services as the go-to source to help smokers find the strength to get the monkey off their back.

Every smoker identifies with the monkey on their back analogy, says CCF Executive Creative Director, Jac Coverdale, The monkey icon is a great visual shorthand to talk about overcoming the power of addiction to tobacco, Coverdale adds.

The television spot, entitled Bogart, opens with live-action of a man sitting at a table next to a pack of cigarettes. Through the use of animation, the pack morphs into a series of cigarette marketing icons—a sexy woman, a tough cowboy and a rebellious biker. When the images fail to tempt the man, the pack reveals the dark side of cigarette addiction, changing into a demonic monkey that clings to the mans back tightly and morphs into a number of monstrous forms. The voice over says, Cigarettes knows your weaknesses. Well help you find your strength

Most smokers have tried to quit before, say CCF Creative Director/Writer, Michael Atkinson, Smokers need a reason to try again. So the notion of helping smokers connect with their own inner strength is supportive and empowering.

Online and outdoor executions extend the campaign concept, with messages like Free Monkey Removal and Welcome to Quittin Country (featuring a somewhat crazed Monkey wearing a cowboy hat.)

Three humorous :60 sec radio spots feature two regular guys demonstrating how Quitplan services helped them get the monkey off their back using an actual monkey. In each spot its apparent that they are unable to acquire a real monkey for their demo, so find the next best thing they can find in Minnesota — a penguin, cat and robot monkey.

Clarity Coverdale Fury is a Minneapolis advertising agency specializing in helping brands make an emotional connection with their customers. It offers brand development, advertising, promotions and public relations. Current clients include ClearWay Minnesota, Medtronic, International Dairy Queen, Explore Minnesota Tourism and Land O Lakes among others. Information on Clarity Coverdale Fury can be found at claritycoverdalefury.com.

Credits:
Client: QUITPLAN Services
Agency: Clarity Coverdale Fury
Executive Creative Director/Art Director: Jac Coverdale
Creative Director/Writer: Michael Atkinson
Rich McCracken: Group Brand Supervisor
Agency Producer: Kris-Wong Barrie
Director:Animation Company: SuperFad, Seattle

Colleen O'Malley is our media contact for Clarity Coverdale Fury.
For more information contact Colleen at 612-359-4327 or
email omalley@ccf-ideas.com

Category:

Nonprofits & Activism

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