• 68°
franklin county times

Offensive to older adults

By Staff
Jan. 14, 2001
Nothing gets the creative juices flowing faster at an advertising agency than the opportunity to develop a highly visible project and the promise of a huge paycheck. But a Jackson advertising agency working for Attorney General Mike Moore's $20 million anti-tobacco campaign has managed to break the law of unintended consequences:
In trying to persuade teenagers to eschew the use of cigarettes and other tobacco products, it created television commercials that are offending older adults.
Lecherous' smile
With lines such as "You wouldn't want their social life, so why do you want their lungs?" one commercial is set in what appears to be a senior citizens home where a boring game of bingo is in progress. A young black female sits among the older people, one of whom a white male sprays his mouth with breath freshener, moves closer to her and gives her a lecherous smile. It's a little eerie.
While well-intended, this series of commercials is off on the wrong track and if the heat is raised much higher, they'll be off the air  no matter how successful they are at discouraging teens from smoking.
The lucrative ad contract was awarded to Maris West and Baker last year and spots hit the airwaves last October.
Offensive
Any public service ad campaign which offends such a powerful, active segment of the population older adults vote in larger numbers than any other demographic group will likely be challenged. Or someone will pay a political penalty.
Senior citizens are the unintended target of this campaign and portrayal of them as unhealthy, dull and unattractive people is just plain wrong.
For $20 million, the ad agency can do better.

Galleries

PHOTOS: Roxy holds cruise-in events in downtown Russellville

Galleries

PHOTOS: Tharptown senior homecoming representatives take court

News

Phil Campbell, Red Bay FFA place at North Alabama State Fair

News

BTCPA announces auditions for first production of season

News

RCS Education Foundation honors excellence

News

Downtown Russellville Collective receives grant to further efforts

Franklin County

NWSCC sees fall enrollment continue to rise

News

AlmostBama show raises money for Place of Grace Sept. 23

News

Roxy holds Cruise-In

Franklin County

Political announcement: Doug Aaron announces run for county commission seat 


Franklin County

TVA plans to invest $15 billion over next three years

Franklin County

Alabama Young Farmers vie for top titles

News

RHS ranks 18th on best Alabama high schools list

News

Downtown Russellville Collective receives statewide recognition at Main Street Alabama conference

Franklin County

PHOTOS: Franklin County celebrates Watermelon Festival

Franklin County

Chamber names watermelon winners

Franklin County

NWSCC hosts Run for Reading 5K, Family Fun Run on Sept. 16

Franklin County

New law prohibits smoking, vaping in vehicles with children

News

Phil Campbell, Tharptown tune-up for openers

Franklin County

PHOTOS: Franklin County Watermelon Festival

Franklin County

Cost-share availability for southern pine beetle prevention 

News

RPL holds summer reading program activities

News

Golden Tigers prepare for varsity football season as jamboree nears

News

Alabama Education Association holds in-service meetings

x