OUTSIDER USA’s Ric Cantor Says ‘No Stank You’
SANTA MONICA, CA, October 22, 2007 – When director Ric Cantor of OUTSIDER USA recently came to LA to direct his first job for the US Market, he stank up the joint. Actually, it was a high school in Seattle, where he spent three days filming a campaign via Wong Doody for the Tobacco Prevention and Control Program Washington State Department of Health. Falling under the campaign banner “No Stank You,” spots include “Lung Balloons”, “Chest Sitter”, “Smokin’ Hot”, and “Stank A Lot”.
“The agency wanted all of the spots to be different,” recalls Cantor. “I took each spot as a blank canvas that could be practical yet funny with natural, real characters.”
The result is a a comedic – and highly effective – antidote for the urge to smoke:
If our health were on display in the form of a “Lung Balloon”, we might be very popular in high school, as we walk the halls with a beautiful representation of our inner strength. Conversely, people would tend to stay away from someone who has so abused their lungs by smoking that their balloon falls to the ground in a sad deflated heap.
How does one describe the effects of smoking on an otherwise healthy, active young person? As this spot, complete with jingle, suggests, it’s like having someone big sitting on your chest… and no one likes a “Chest Sitter”…
Cheerleaders are “Smokin Hot”, aren’t they? Maybe they were, before he started smoking… but now, they look like…well a bit old to be in the squad.
Young love can be sweet, charming, and fresh – or Sir “Stank A Lot” can come between you and your girl.
Cantor wanted it all to feel very ‘American.’ “Each spot has its own character and feels different,” the director says. “The school chosen provided a strong American look. It was perfect and branded just the way I wanted, with school colors everywhere, mascots, themes, etc.
“I love working with kids, and the kids in Seattle were great, enthusiastic, real. Not spoiled or jaded, no attitude.”
Hands-on in every way, Cantor at times shot documentary-style, using a hand-held camera to get the look he was after.
The spots are currently appearing on air in Washington State.
Client: Tobacco Prevention and Control Program Washington State Department of Health
Spots Title(s): “Lung Balloons”, “Chest Sitter”, “Smokin’ Hot”, “Stank A Lot”
First Air Date: 9/25/07
Agency: Wong Doody
Creative Director(s): Tracy Wong
Art Director(s): Tony Zimney, Jason Fong
Copywriter(s): Matt McCain
Agency Producer: Dax Estorninos
Production Company: OUTSIDER USA
Director: Ric Cantor
DP: Max Goldman
EP(s): Don Block, Jonathan Ker
Producer: Adam Cramer
Editorial: World Famous, Inc.
Editor: Alan Nay, Tony Fulgham
Sound Design: Clatter & Din
Sound Designer: Vince Werner
Shoot Location: Auburn, WA
