This controversial TV ad, conceptualised by FoxP2 and directed by Egg Films’ Bruno Bossi, is called The Cigarette That Saved Lives, and is raising awareness for non-profit organisation The DNA Project. The organisation, founded by Vanessa Lynch, works to raise crime scene awareness and support for fighting crime with science.
Vanessa started The DNA project after her father’s murderers went free because DNA evidence left at the crime scene was discarded, destroyed and not properly collected. In South Africa, the National DNA Database only has about 133 000 DNA profiles and there are only two South African Police Services labs that can perform DNA profiling on forensic samples.
The ad is currently getting recognition on a host of international advertising sites. Vanessa says, “The wonderful thing about this ad is that it creates conversation.”
The Cigarette That Saved Lives is currently screening on local broadcasters as part of the 16 Days of Activism for No Violence Against Women and Children between 25 November (International Day for the Elimination of Violence Against Women) and 10 December 2011 (International Human Rights Day).
Everyone involved with the shoot worked pro bono, from the crew to the rental houses. They are:
Agency: Fox P2
Agency producer: Katherine Tripp
Exec creative director: Justin Gomes and Andrew Whitehouse
Copywriter: Gavin Williams
Art director: Michael Lees-Rolfe
Director: Bruno Bossi
Director of photography: Paul Gilpin
Producer: Kirsten Clarence
Post production co: Black Ginger
Editing company & city: Priest Cape Town
Editor: Matthew Swanepoel
Music & music publisher: Marc Algranti @ Pulse Music NY