Green Point Creative’s latest PSA in the agency’s on-going campaign to change discriminatory drug enforcement policies? A re-creation of the classic “This Is Your Brain” ad from 1998 featuring actress Rachael Leigh Cook reprising her role as the pan-wielding Gen X’er.
After seeing mixed raced family members targeted , Howard Bowler, Green Point’s creative director, says “it was time to raise awareness of this issue. Ryan [Kleier] at Motiv came up with the original egg concept, and after the Drug Policy Alliance signed on, we further developed the spot.”
“Once we had the script locked and the project in motion, we decided to approach Rachael Leigh Cook to see if she would be willing to recreate her role for this new message,” he continued. “A call was set up to discuss the idea with her, and after Rachael had time to consider the issue, she came aboard. Clearly her presence adds tremendous credibility to the message.”