Hill Holliday, in partnership with the Ad Council, launched new work for the American Lung Association this week aimed to educate parents about the prevalence of teen vaping. The fully integrated campaign includes a broadcast spot titled “Get Your Head Out of the Cloud,” which shows parents with their head in a literal cloud, insisting that their kids would never vape. And to contrast, that imagery is overlaid with teen vaping statistics from the Centers for Disease Control and Prevention (CDC).

Hill Holliday produced the spot remotely, shipping eight drop kits to talent including lighting, backdrops, and cameras across three time zones.

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