Wave 3 Online Quantitative Study of Reactions to Rough-Cut Advertising Designed to Prevent Multicultural Youth Tobacco Use

Multicultural Campaign: Wave 3 Online Quantitative Study of Reactions to
Rough-Cut Advertising Designed to Prevent Multicultural Youth Tobacco Use
Addendum B – Video Ad Stimuli
The following video ads will be tested in this research. Video ads will reflect the content represented
below.
Video Ad #1
Screenshot:

Script: This ad uses a series of abstract imagery to communicate the story of a teenage male as he
overcomes obstacles to become a successful rapper. As he advances to his goal of signing a record
deal, he explains how an addiction to cigarettes would hold him back from ‘leveling up,’ or achieving
his goals.
VISUAL: Close up on teen’s eyes. Fast zoom out and pan up to a stormy sky. Quick whip to next shot.
TEEN VOICE OVER:
Level up.
VISUAL: Quick zoom out from hands on a pull-up bar. Quick pan down - there’s a cluster of cinder
blocks hanging from his legs via chains.
TEEN VOICE OVER:
This is what the game was founded on, wasn’t it? They raise the bar. You jump over it.

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Addendum B

VISUAL: Quick zoom through the hole of a cinder block.
VISUAL: Rapper in cypher. Pan to overhead shot - fire shoots out of his mouth and strikes the
competition one by one, turning them to dust.
TEEN VOICE OVER:
That top spot is always there for the taking, you’d better watch over your shoulder. No
legend’s content at the bottom.
VISUAL: Producer holding beat machine - quick 360 around producer with glitches.
VISUAL: Producer is now pounding buttons aggressively.
TEEN VOICE OVER:
And your best shot is startin’ that climb tobacco-free, ‘cause an addiction to cigarettes would
just be pulling you down (USDHHS Executive Summary, 2010; USDHHS, 1988; USDHHS, 2014;
FDA, 2012).
VISUAL: Street dancers in 8-bit, hitting moves that catapult them up levels (think Donkey Kong).
TEEN VOICE OVER:
Levels to this game, you bet there is.
VISUAL: Dancer hits move that shakes a hole in the floor where the ‘monster’ is standing. Monster
falls through.
TEEN VOICE OVER:
Level up.
VISUAL: ENDCARD WITH LOGO LOCKUP
ADULT VOICE OVER:
[BRAND TAGLINE.]

2

Addendum B

Video Ad #2
Screenshot:

Script: This execution focuses on a single, flashy teen who stands out among a crowd of drab, nondescript peers. As he moves through the crowd and builds a following of other unique teens, he
explains how their eyes have been opened to the harmful constituents found in cigarettes, cigarillos,
and hookah.
VISUAL: Extreme close-up of lead talent, looking down. He stands amongst a crowd of non-descript
teens wearing similar drab clothing.
TEEN VOICE OVER:
You asleep?
VISUAL: Lead talent looks up, directly into camera and smiles.
TEEN VOICE OVER:
‘Cause I’m awake.
VISUAL: Wide overhead shot of the crowd that pans down to eye level. The lead talent walks forward.
TEEN VOICE OVER:
Wise to the hustle.
VISUAL: The lead talent pushes through the crowd, bumps shoulders with someone and keeps it
moving.
TEEN VOICE OVER:

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Addendum B

Never lured from this path I was born to take.
VISUAL: Two other teens join in walking in the same direction as him.
TEEN VOICE OVER:
I kick facts to open eyes. Help ‘em see the setup.
VISUAL: As they join the lead talent’s side, they take off their drab outer clothing layer, revealing their
unique style.
TEEN VOICE OVER:
Cigarettes, ‘rillos, hookah… ain’t nothing changed.
VISUAL: Pan out to see 6 people now walking the same direction. They all take off their drab jackets,
revealing uniqueness.
TEEN VOICE OVER:
The chemicals and the cancer they cause (USDHHS Executive Summary, 2010; USDHHS, 1988;
USDHHS, 2014; FDA, 2012).
VISUAL: Close-up of lead talent. Ten teens gather closer together with lead talent, making it to the
front, their jackets falling behind.
TEEN VOICE OVER:
We got too much to strive for,
VISUAL: Pan across group.
TEEN VOICE OVER:
To get our futures taken.
VISUAL: Group stops and stares at camera (low angle to swooping drone shot).
TEEN VOICE OVER:
Wake up. Live tobacco-free if you want to run the game.
VISUAL: ENDCARD WITH LOGO LOCKUP
ADULT VOICE OVER:
[BRAND TAGLINE.]

4

Addendum B

Video Ad #3
Screenshot:

Script: This ad features a teen who sees everyday objects adorned by colorful artwork that
represents the true meaning of each item. As the teen enters a house party, the art reveals the deadly
truth behind hookah and relays a tobacco prevention message about hookah use.
VISUAL: Male teen talks directly to camera.
TEEN VOICE OVER:
Some see a turntable.
VISUAL: Camera pans to a DJ setup and suddenly colorful art graphics cover the DJ equipment. The
artistic style will be reminiscent of “Dia de los Muertos.”
TEEN VOICE OVER:
But to me, I see the lyrics of our streets coming to life.
VISUAL: Camera pans to a lowrider. The back of the car finishes a hydraulic bounce as the car gets
covered in art.
TEEN VOICE OVER:
Some see a slow old car painted up. I see weekends with familia, a culture.

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Addendum B

VISUAL: Enters a casual house party called a “kickback.”
TEEN VOICE OVER:
What if everything was designed to look like what it reps?
VISUAL: You see art start to emerge throughout the whole kickback.
TEEN VOICE OVER:
Well then you’d see the freshness all over this place.
VISUAL: Camera pans to an unappealing hookah by itself on a table.
TEEN VOICE OVER:
But not everything would be fresh.
VISUAL: Art filter is applied, but the color is dull and shows the hookah full of skulls and cancer.
TEEN VOICE OVER:
If this hookah showed what it really reps, then you’d see the toxic chemicals in every puff.
VISUAL: Art continues to transform, now showing cigarettes and tar.
TEEN VOICE OVER:
Because a single 1-hour hookah sesh is as much smoke as 100 – 200 cigarettes (CDC 2013).
VISUAL: Camera returns to full color while pulling out to a wide shot of the kickback.
TEEN VOICE OVER:
There’s nothing fresh about hookah.
VISUAL: ENDCARD WITH LOGO LOCKUP
ADULT VOICE OVER:
[BRAND TAGLINE.]

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Addendum B