The “Safe Cigarette” AD

Video Audio

Fade up From Black

Shot of group of random kids Music: light and upbeat

around campus panning

around high-school campus

Shot of teens smoking in the 1960s. 

Joe’s Parents : "There has been a 67%

decline in cigarettes smoking since 1964."

Shot of Joe and other teenagers

walking around random places vaping 

Narrator VO: "As the public learned . about the dangers of smoking, people . started to quit and live a healthier lifestyle."

Shot of a collection of vaping

cigarettes and pods with flavors

on table with Joe sitting around it

Music: Increase volume and intensity

while video is panning the crowd.

Narrator Voice Over: Vaping was

introduced as a healthy alternative

to traditional cigarettes.

Shot of parents sitting outside on a

bench vaping with dull faces

Music is light and upbeat

Blurry video that clears up of pods and vape Narrator Voice over :It appeals mostly to

devices in Joe and other teenagers hand’s  teenagers because it uses cartridges

called pods with flavors like bubblegum,

berry, watermelon, and lemonade

Music: becomes heavier and more serious

Shot of Joe looking / speaking Joe : "But in reality these innocent

directly into the camera sounding flavors might be hiding and even,

more, serious, problem."

Fade to black