NETWORKS BALK AT POT SPOTS

WASHINGTON -- The White House Office of National Drug Control Policy's
biggest anti-marijuana initiative is already stirring controversy, even
before its launches this week.

One network has rejected two ads for offensive language, and a second has
imposed time restrictions on boundary-pushing spots that link pot smoking
to violence and date rape.

Two 30-second ads by Ogilvy & Mather, New York, featuring the tag,
"Responsibility is a bitch," were turned down by ABC. The network accepted
a version without the profanity, sources said. ABC declined comment.

A CBS rep said the spots were being evaluated. NBC has restricted the spots
to airing after 9 p.m. "We realize there is a substantially larger younger
audience from 8 to 9 p.m. where people might find it inappropriate," said
Alan Wurtzel, NBC president of research and standards. "Earlier than 9
p.m., we don't want the language in there."

Said Ogilvy ecd Chris Wall: "We knew it was a controversial thing, and even
if ONDCP approved, there might be network issues."

The commercials, "Stacey" and "Dan," trace a marijuana purchase to a
horrible end. Copy reads, "This is Stacey. This is the dime bag that Stacey
bought. This is the dealer who sold the dime bag that Stacey bought. This
is the supplier who smuggled the pot to the dealer who sold the dime bag
that Stacey bought. This is Carla hit by a stray bullet from Stacey's
supplier and paralyzed for life." Tagline: "Responsibility is a bitch,
isn't it,Stacey?"

In "Dan," the purchase is traced to a drug cartel and an innocent family is
shot.

ONDCP rep Jennifer de Vallance said Ogilvy made several versions of the ads
in case of network rejection. Meanwhile, ABC has ruled that a
date-rape-themed spot by Leo Burnett in Chicago can air only after 10 p.m.
because of its sexual content, sources said.

Burnett created four spots through the Partnership for a Drug-Free
America's pro-bono process. In "Couple," a teen girl at a party gets high
in episodic shots. When she is incapacitated, a guy reaches for the buttons
on her blouse. The tag is, "Marijuana: Harmless?"

Burnett referred calls to the client. A Partnership rep said the ads tested
"superbly" and the results will be shared with the networks to address any
concerns.


Published: September 16, 2002
Subject: Networks Balk at Pot Spots
http://www.adweek.com/adweek/headlines/advertising_display.jsp?vnu_content_id=1690015