• by Larissa Faw , December 14, 2020

The FDA’s Center for Tobacco Products is hoping to prevent youth smoking by portraying a set of lungs stunted by the effects of cigarettes.

The “Little Lungs” creative, developed with FCB NY,  uses claymation production in three digital videos to compare Little Lungs as it tries to keep up with different celebrities — a stunt with Terry Crews; a dancing and singing performance with Sky Katz; and a daring skateboarding jump with Tony Hawk. Since Little Lungs hasn’t fully developed due to smoking cigarettes as a teen, it has trouble keeping pace.

These spots are the latest in “The Real Cost” campaign.