Pablo the dog offers Frank view on cocaine

by Darren Davidson, Brand Republic 04-Dec-08, 08:25

LONDON - Government-funded drugs information service Frank has launched an unsettling and surreal £1m advertising campaign, in which a dead dog wakes up to find he's been used as a drug mule.

The campaign is aimed at raising awareness of the risks and harms of cocaine use among 15- to 18-year-olds.

Will the ad work on its intended audience? Cast your vote in our poll and have your say.

The ads show a dog, named Pablo, on a quest to find out the truth about the drug by questioning the key players from the world of coke including the dealer, the user, a bag of cocaine, a heart, a nostril and a bank note.

The TV ad, created by Mother, first airs tonight on Channel 4, and will continue to be broadcast on Channel 4 and satellite channels in programming which targets the 15- to 18-year-old audience.

Digital advertising, produced by Profero, will run concurrently on a range of internet sites. The campaign was seeded online by viral agency Rubber Republic.

Frank spokeswoman Sarah Graham, said: "No animals were hurt in the creation of this ad -- unlike in the cocaine trade.

"Some young people may perceive cocaine to be a harmless party drug but they don't realise the destruction it causes.

"Users can suffer serious harm to their mental and physical health, while the cocaine supply chain also harms people and the environment."

Frank claims that despite an overall decrease in drug use, cocaine use has remained stable amongst 16- to 24-year-olds at 5%.

It said its helpline has seen an increase in calls about the drug from 14% of all calls in 2005 to 23% in 2008.

Comments

Holly - 04/12/2008

That's brilliant. Getting David Mitchell to do the voiceover was a masterstroke - it really makes the ad.

Oliver Gandy - 04/12/2008

Agreed. Using Super Hans would have been a step too far I assume.

Will Humphrey - 04/12/2008

That crack IS really moreish..

Aroo - 04/12/2008

Spot on! Down spot!

Alan Kane - 04/12/2008

Good advert.....

Matt Saunders - 05/12/2008

I enjoyed the ad, however, am not sure using the David Mitchell was really the right choice. I thought the point of the campaign was to try and communicate with youngsters at the their level, i'm not sure Mitchell who plays the safe and boring Mark in peep show, or the geeky PC in the apple ads really helps to communicate the message.