At the beginning of the ad, Pablo tells the tale of how he woke up in a basement with a massive hole in his chest, because he’d been used for smuggling cocaine into the country.
Pablo uses this incident to go and explore “what the deal is with coke”, by going to meet drug dealers and users.
In the end, Pablo talks to Frank, someone who makes sense of it all, and explains that there’s a darker side to drugs that can cause users real problems.
The TV campaign is supported by a website and online advertising created by Profero.
Nathan Jones, senior marketing manager, Frank
Challenge perceptions that cocaine is a harmless party drug among young people
Manning Gottlieb OMD
Hotspur & Argyle
Pier Van Tijn, Johnny Burns
Jane Cina, Trim
UK TV, online