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Hoffman/Metoyer Directs "Date" For Calif. Dept of Public Health, Duncan Channon


Robert Goldrich
Tuesday, Jun. 5, 2018


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Social smokers, ages 21 to 35, typically don’t view themselves as “smokers”--and thus underestimate the harm of lighting up socially. To raise awareness of this not-so-little lie folks tell themselves, agency Duncan Channon created this campaign for client the California Department of Health’s CA Tobacco Control Program (CTCP), 

Among the campaign elements is “Date,” a digital video spot which uses social tension to generate an “oh shit” realization for a young person who realizes he is indeed a smoker. Production house MJZ’s Hoffman/Metoyer--the duo of Will Hoffman and Julius Metoyer--directed this and another spot in the campaign.

“After discovering that young people who smoke socially rarely see themselves as smokers, we wanted to play with this distorted perception about the pervasiveness of their habit--as well as its harm,” said Anne Elisco-Lemme, executive creative director, Duncan Channon. “The campaign places young people in true-to-life social situations that force a moment of self-realization about the truth of their smoking and its impact. We strip away the excuses used to defend social smoking--leaving the viewer with the stark reality of their smoking and its health consequences.”


Client California Department of Public Health, California Tobacco Control Program Agency Duncan Channon Anne Elisco-Lemme, Michael Lemme, creative directors; Shannon Burns, lead designer/art director; MJ Deery, lead copywriter; Derek Taylor, copywriter; Chris Onesto, art director; Scott Whipple, studio designer; Keenan Hemje, Christine Gomez, sr. broadcast producers; Eric Kozak, sr. digital producer; Emily Sarale, producer; Andy Berkenfield, chief strategy officer. Production MJZ Hoffman/Metoyer, Will Hoffman & Julius Metoyer, directors; David Zander, president; Eriks Krumins, sr. exec producer; Suza Horvat, producer. Editorial Cabin Edit Isaac Chen, editor; Carr Schilling, exec producer; Michelle Dorsch, producer; Kurt Zhuang, finishing. Audio Post One Union Studios Joaby Deal, sound engineer. Sound Design Barking Owl Morgan Johnson, sound designer; Kelly Bayett, creative director; Ashley Benton, producer.

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