ClearWay Minnesota Great Indoors :30 TV Spot

CAMPAIGN FOR MINNESOTA’S NEW SMOKE-FREE LAW IS A BIG WHIFF OF FRESH AIR
Creative Work Example--
September 13, 2007, MINNEAPOLIS—To help educate and inform the people of Minnesota about the date of the new Freedom to Breathe Act, the state’s new smoke-free law, ClearWay Minnesota has launched a new advertising campaign.
The theme of the campaign is “Fresh Air”, and it focuses on how the smoke-free law brings fresh air into the great indoors, which in this case includes all bars and restaurants. The law goes into affect October 1 and will make all indoor workplaces smoke-free, including bars, restaurants and private clubs.
The TV is driven by beautiful visuals and an upbeat jingle entitled “Give it a Whiff.” The spot opens on a bowler throwing what appears to be a strike down a dock that looks like a bowling alley. Subsequent scenes include a would-be restaurant in the forest and a bar scene on the rocky North Shore of Lake Superior, all which work to say the air is as fresh inside as outside.
“Minnesotan’s love fresh air,” says Jerry Fury, partner and creative director at Clarity Coverdale Fury. “In fact, many of us drive for hours to northern Minnesota just to enjoy some fresh air.” Fury added, that “The new campaign really celebrates Minnesotan’s love for the outdoors and shows people that with the new smoke-free law the air is fresh indoors as well. “
The multi-media campaign will run through September into mid-November and includes radio, restroom advertising, and a website—www.freshairmn.org.

ClearWay Minnesota is an independent, non-profit organization that improves the health of Minnesotans by reducing the harm caused by tobacco. ClearWay Minnesota serves Minnesota through its grant-making program, QUITPLAN® Services and statewide outreach activities. It is funded with 3 percent of the state's 1998 tobacco settlement.
Clarity Coverdale Fury is a Minneapolis advertising agency specializing in helping brands make an emotional connection with their customers. It offers brand development, advertising, promotions and public relations to its clients. Current brands in the agency’s portfolio include ClearWay Minnesota, Medtronic, International Dairy Queen, Explore Minnesota Tourism and Purina Mills Feed among others. Information on Clarity Coverdale Fury can be found at www.claritycoverdalefury.com.
Credits:
Client: ClearWay Minnesota
Agency: Clarity Coverdale Fury
Creative Director/Art director: Jac Coverdale
Creative Director/Writer: Jerry Fury
Brand Development Supervisor: Rich McCracken
Producer: Kris Wong Barry
Director: Rich Michell/Twist
Special Effects: Compositing/Pixal Farm
Music: Hest-Kramer Music
Editor: Charlie Swartz/Schnitt