The Situation
Because of shoddy production standards, the fentanyl in counterfeit pills is unevenly distributed, creating a “chocolate-chip cookie effect” that makes them even more deadly and harder to accurately evaluate with test strips. In South Carolina, where over half of the pills confiscated by law enforcement test positive for fentanyl, this makes for a precarious and often perilous situation for risk-tolerant young adults.
The Insight
To make the truly deadly nature of street pills more real and relatable to a younger audience, pairing discovery with offbeat storytelling makes the message easier to swallow.
The Solve
Crafting a character that’s equal parts illuminating and humdrum, we created “A Bit Of A Pill,” a personality-driven spot meant to break through visually, educate and inform. Pairing the mundane with the malevolent, the Pill Man tells the story of his parts and pieces in an eerily laid-back fashion — mimicking and mirroring the attitudes of our younger audience and their approach to drug experimentation.
