Young people don’t like to do be what to do. They like it even less in advertising. That makes it difficult for PSAs. FCB New York and Hornet director, Peter Sluszka, found a way around the problem in 2017, when they launched Little Lungs in a Great Big World, five films for the FDA Center for Tobacco Products that were part of FCB’s The Real Cost campaign. They were oddball and irreverent. Young people do like that.
The films were a resounding success. They were screened at Annecy Animation Festival that year and have since been aired at major events like The X Games and collected tens of millions of views on YouTube.
Now Little Lungs, the anthropomorphic character that “smoked as a teen and never grew to normal size”, is back. And this time, he’s joined by a star-studded cast of celebrities including Terry Crews, Tony Hawk, and Sky Katz. In each spot, these celebs try to help Little Lungs do what they do, from action stunts to singing & performing, and each time, because of his stunted lungs, he falls short in a hilariously gruesome way.
Sluszka explains why he uses stop frame animation, “The physicality of stop motion adds a real visceral quality about the harm that can be done. A physical object being impacted by its environment really shows that those actions have consequences. It strikes the right formula between humorous and gruesome for a notoriously fickle age group.”
James Meiser, associate creative director at FCB New York, added “It was a pleasure to work with Peter Sluzska and Hornet again on a new set of Little Lungs spots. I can’t imagine a better set of creative partners. Our work for The Real Cost is all about making our audience feel the consequences of smoking. In order to do that, we needed to make Little Lungs’ demise feel visceral, which made stop motion animation the clear choice for the project. There’s a tactile feeling you get from seeing a character made out of real material squished and burned and sliced and diced and run over by a train. There’s a physicality to it that’s really special, especially when it’s in the hands of expert animators. Seeing five b-boy lung puppets come to life in a dance routine is one of the great joys of my career.”
The use of celebrities adds weight to the campaign message in a palatable way, Sluszka noted, “To be able to bring in the influence and aura of people like Tony and Terry and Sky, who’ve reached the highest echelons of their fields, makes a real impact. To show what they’ve accomplished in professional sports and entertainment because of their decisions to avoid smoking cigarettes as teenagers, helps kids better understand what they might be able to accomplish if they make similar such choices. (Not to mention, it’s pretty hilarious to see a pair of lungs in the image of Terry Crews with washboard abs and a goatee!)”