ALMA Tobacco Free Florida
Tobacco Free Florida´s latest campaign – The Reasons – was developed by ALMA and is made up of five testimonial spots in which different smokers show the big reasons why they decided to quit smoking, and consequently struggle on a daily basis with their addiction. Two of the commercials are in Spanish and three in English. The campaign has a multicultural profile and an intimate, poetic approach, with smokers confessing their experiences with cigarettes and what has moved them to quit. In most cases, their children are the main motivation, while in others it’s the high cost of the addiction. Adam, Christy, Angela, Geremy and Robert are the protagonists of the campaign, and even though their origins and nationalities are different, they all face the same challenge.
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