'The Reasons' spots were created by Alma DDB in Miami, produced by Tool of North America and directed by Floyd Russ
A new total market campaign from ALMA for Tobacco Free Florida aired yesterday, and so far the campaign has received great feedback from top creatives on its direction, cinematography, and casting.
The campaign is called “The Reasons”, and it’s a documentary-style series of real smokers from rural town in Florida where smoking rates are typically 33% higher than the rest of the state.
While many live paycheck to paycheck, work long shifts, have multiple jobs, and struggle to pay basic necessity bills, they often spend thousands of dollars a year on cigarettes. Smoking has become their release.
It is a necessity, a reward, a breath of fresh air. Even though they spend money they don’t really have on cigarettes and would like a better, healthier life with their loved ones, they still can’t find the strength to quit.
The spots were produced by Tool of North America, directed by Floyd Russ, and creatively led by Jorge Murillo and Monserrat Valera.