These spots are all really smart and hits hard on its target.
I believe these spots are so strong because they're truths derived from research, thus making each message credible to its audience. The execution of a voice over describing the fallacy while the image shows the complete opposite gives the spots tension. Additionally this execution portrays to the audience without saying it; the truth that their perception is not aligned with reality.
The core message of this campaign is the addictive nature of the drug and while it
works really well to show the ramifications of Meth use it doesn't present the message of the the tag line of, "Not Even Once," or don't even try once, well enough.
See the campaign here:
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