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Quit “Separation” 2009

Quit “Separation” (2009) is a Quit commercial directed by Sean Meehan for The Campaign Palace, produced by Soma Films. It won one award: D&AD 2009 Wood Pencil — TV & Cinema Advertising / TV Commercials 41-60 seconds.

A young boy gets separated from his mother in a busy public space, highlighting the fear of losing a parent due to smoking.

Video: Soma Films on Vimeo

Shot by shot

  1. A diverse group of people walk through a busy, modern public space, with a woman in a grey shirt and dark hair looking directly at the camera.© Quit0:00
  2. A young boy in a suit holds a woman's hand as they walk through a busy train station, surrounded by other commuters.© Quit0:06
  3. A young boy in a navy polo shirt stands next to an adult, partially obscured by a blurry foreground, in what appears to be an elevator or public space.© Quit0:10
  4. A young boy with brown hair and a white collar shirt looks around with a worried expression in a blurry, bright setting.© Quit0:12
  5. A small boy in a dark shirt stands alone in a busy train station, as people walk past him in various directions.© Quit0:19
  6. A young boy in a navy blue shirt with a white collar stands still in a busy public space, as adults walk past him.© Quit0:23
  7. A young boy with brown hair and a white-collared shirt looks around with a sad expression, partially obscured by a dark foreground element.© Quit0:29
  8. A young boy with brown hair and blue eyes, wearing a navy polo shirt, looks sad and puts his hand to his mouth in an interior setting.© Quit0:34
  9. A blurry shot of people walking past the camera in an interior setting, with bright lights reflecting off a surface.© Quit0:42
  10. A young boy in a navy polo shirt with a white collar stands amidst a crowd of adults, rubbing his eye as if crying in an interior public space.© Quit0:43
  11. A young boy with brown hair and a white polo shirt cries with tears streaming down his face, looking distressed in a blurry, light-colored background.© Quit0:48
  12. A blue sticker with "13QUIT quit.org.au" is affixed to a dirty glass panel, with blurred silhouettes of people in the background.© Quit0:55

Stills © Quit. Made by The Campaign Palace, Soma Films and Sean Meehan.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Show a child's fear of separation to represent the impact of smoking.

Tagline: “Quit. For your family.”

child's perspectivelost in crowdemotional appealpublic service announcementimplied danger

The cut

Length
61 s
Shots
16
Average shot
3.8 s

What creatives use Quit “Separation” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Quit “Separation”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A diverse group of people walk through a busy, modern public space, with a woman in a grey shirt and dark hair looking directly at the camera.© QuitA young boy in a suit holds a woman's hand as they walk through a busy train station, surrounded by other commuters.© QuitA young boy in a navy polo shirt stands next to an adult, partially obscured by a blurry foreground, in what appears to be an elevator or public space.© QuitA young boy with brown hair and a white collar shirt looks around with a worried expression in a blurry, bright setting.© Quit
    Frames from Quit “Separation”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Quit “Separation” in order, with its length, framing and what happens in it.

    A diverse group of people walk through a busy, modern public space, with a woman in a grey shirt and dark hair looking directly at the camera.© QuitA young boy in a suit holds a woman's hand as they walk through a busy train station, surrounded by other commuters.© QuitA young boy in a navy polo shirt stands next to an adult, partially obscured by a blurry foreground, in what appears to be an elevator or public space.© QuitA young boy with brown hair and a white collar shirt looks around with a worried expression in a blurry, bright setting.© QuitA small boy in a dark shirt stands alone in a busy train station, as people walk past him in various directions.© QuitA young boy in a navy blue shirt with a white collar stands still in a busy public space, as adults walk past him.© Quit
    Length: 61 s · Shots: 16 · Average shot: 3.8 s

  3. 03Ad ideas: every spot built on a child's perspective

    Before you present an idea, you need to know who has done it, and how.

    Quit “Separation” is built on a child's perspective. Search the library by idea to see every spot that uses it.

    WWF “Up in Smoke”© WWFWhisper “Keep Girls in School”© WhisperChildline “It Follows Me Around”© ChildlineEmbassy Suites Hotels “Austin”© Embassy Suites Hotels
    WWF · Whisper · Childline · Embassy Suites Hotels

More commercials by Sean Meehan

  • McDonald's "Lonely Hearts" (2015) commercial still© McDonald'sMcDonald's “Lonely Hearts” 2015Dir. Sean Meehan · Leo BurnettEpica Gold 2015
  • Posten (The Norwegian Postal Service) "Father Christmas & Mother Earth" (2023) commercial still© Posten (The Norwegian Postal Service)Posten (The Norwegian Postal Service) “Father Christmas & Mother Earth” 2023Dir. Sean MeehanEpica Silver 2023
  • MasterCard "Play" (2010) commercial still© MasterCardMasterCard “Play” 2010Dir. Sean Meehan · MacLaren McCannLondon International Awards Bronze 2010
  • Napcan "Children See, Children Do" (2007) commercial still© NapcanNapcan “Children See, Children Do” 2007Dir. Sean Meehan · DDB SydneyCannes Lions Bronze 2007
  • Volkswagen "Hot & Cold" (2023) commercial still© VolkswagenVolkswagen “Hot & Cold” 2023Dir. Sean Meehan · DDB
  • AIGLE France "Aigle - La Partie de Badminton" (2023) commercial still© AIGLE FranceAIGLE France “Aigle - La Partie de Badminton” 2023Dir. Sean Meehan · BETC

More from The Campaign Palace

  • Kambrook "Diffuser Dryer" (1990) commercial still© KambrookKambrook “Diffuser Dryer” 1990The Campaign PalaceCannes Lions Bronze 1990

Award-winning public service & ngo commercials

Questions

Who directed the Quit “Separation” commercial?

Sean Meehan directed it, produced by Soma Films, for the agency The Campaign Palace.

Which agency made Quit “Separation”?

The Campaign Palace created it for Quit (2009).

What awards did Quit “Separation” win?

1 awards, including D&AD 2009 Wood Pencil — TV & Cinema Advertising / TV Commercials 41-60 seconds.

What is the tagline of Quit “Separation”?

“Quit. For your family.”

Sources for the credits and awards

dandad.org