TV ad: California Tobacco Control Program: Emerging Man

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Smoking doesn’t just affect the smoker. Whether it’s breathing secondhand smoke, sky-rocketing healthcare costs, or the environmental impact of cigarette butts, we all pay the price for tobacco. This RPA Santa Monica campaign features three spots, each highlighting a different facet of the tobacco problem. Together, the work communicates the enormity of the problem, and boldly calls for a tobacco-free California.

“Emerging Man” shows how California has made large strides in tobacco control. So much so, that many Californians don't perceive tobacco use or secondhand smoke exposure to be a major problem anymore. But quite the opposite is true: Tobacco still kills more people than AIDS, drugs, alcohol, murder and car crashes combined.

This ad follows a dexterous, fast-paced spokesperson as he touches on some of California’s Anti-Tobacco victories and reminds us that there’s still much more work to be done.