The ad push, targeted at 15-18 year olds, was created by Mother and forms part of the government's anti-drug FRANK campaign. The work, which launches on 4 December, introduces Pablo - a dead dog - who wakes up to find he has been used as a drug mule to smuggle cocaine. The dog then sets off to find out about the drug that led to his demise.
Pablo questions a dealer, a user, a bag of cocaine, a heart, a nostril and a bank note. They reveal how using cocaine can seriously harm individuals and communities; from addiction, heart attacks and personality change, to bringing fear and violence to neighbourhoods.
The dog's voice is provided by David Mitchell, of the Mitchell and Web comedy programme.
A FRANK spokesperson said: ‘Some young people may perceive cocaine to be a harmless party drug but they don't realise the destruction it causes. Users can suffer serious harm to their mental and physical health, while the cocaine supply chain also harms people and the environment.'
Despite an overall decrease in drug use, cocaine use has remained stable amongst 16-24 year olds at 5%, according to British Crime Survey - Crime in England and Wales, 2007.
This article was first published on Marketing