Here's a catchy little tune about getting addicted to, and then dying from, a heroin overdose. The spot itself is not so upbeat. It aired in St Louis (which has a big problem with heroin) during Super Bowl XLIX. Naturally this spot upset a lot of people who have now decided they don't ever want to see a Super Bowl spot unless it involves puppies ever again.
Thankfully there are enough brave people out there who want to do something different regardless of the forum.
If we want to show you a spot with a dead kid we're going to do it. If we want to show you a spot with a junkie, you're going to watch it and foam at the mouth and take to twitter and talk about it and maybe, just maybe, with all that awareness generation, a life might get saved.
Don't believe me?
Do you know how many puppies are adopted every super bowl? More than you would know. People saw a Pedigree spot from a few years back and jammed Pedigree's phone lines trying to adopt the dogs they saw in a spot that was shot months before. So the chances of someone seeing the Nationwide spot and kid-proofing their home, or seeing this spot and maybe thinking about how the shit they're sticking up their noses might not be a good habit and it might in fact kill them and destroy their parents' lives and maybe just maybe they should stop putting shit up their nose, is not beyond the realm of possibility.
As for this particular ad, while the scene's darkness is only matched by the happiness of the song, I do wonder what it would have been like with no song at all and just organic sound. My guess is it would have really scared America, and the agency would have been scolded even more for doing its job, but you know. That's what puppies are for.
Agency: Schupp Consulting
Creative Director and Producer, Mark Schupp of Schupp Consulting
Director and Post Editing by Scott Ferguson
Copywriter, Jessen Wabeke
Art Direction, Matt Maddox
Music and Lyrics supervision, Craig J. Snider at Mix Kitchen
Vocals by Lauren Duski at Mix Kitchen
Mix Kitchen Executive Producer Sam Fishkin