New York, NY (May 19, 2004)–Lowe Worldwide, the creative agency for Lorillard’s Youth Smoking Prevention Program, has awarded Ant Music with creating music for its new TV commercial “Repeat Repeat.” Shot by Academy Award-winning director Errol Morris, the spot encourages greater communication between parents and children on the subject of not smoking.
The campaign restates the ethos of open communication and is supported by a new-look web site that offers tools and tips on how to deal with this sensitive and provocative issue. Ant Music and its creative director, Anthony Vanger, were asked to create a warm, musical and repetitive motif for the spots that tied in with the creative concept that there are some things parents cannot repeat too many times. The resulting reggae-lilted theme achieves the objective of being appealing, accessible and tuneful, without undermining the seriousness of the message
Ant Music executive producer Chuck Kinsinger commented, “The challenge from the agency was to create a track that maintained the seriousness of the message without becoming too ‘preachy.’ Reggae was a great direction as the young target audience responds well to the genre and its repetitive nature is a perfect fit, conceptually. Our composer, Adam Plack, nailed it.”