A middle-aged businessman in a suit sits at his desk -- and appears to be addressing a child. "Hello little one, you're growing up so fast aren't you? Jesus… I can't wait 'til you're legal. I think about it all day at work. I want you so much. And on this day, in a few years, you'll be ready." He then sings "Happy Birthday," in a manner that's disturbingly sinister.
The pedophilic implications are strong, but it's not what you think. This powerful film is actually targeting big tobacco: "Tobacco companies really want you to start smoking," the spot says. The film is the first work from Us vs Them, a new campaigning platform launched by Anomaly London's joint executive creative directors, Oli Beale and Alex Holder. The video is designed to be sent to -- and shared by -- teenagers on their 14th birthdays.
Over the course of 2015, Beale and Holder (who were at Mother prior to Anomaly) want to bring together fellow creatives under the Us V Them banner in a collaborative project "to target some of the world's biggest bad guys and create positive behaviour change."
Read the full story over at AdAge.com