Thursday, December 04, 2008
Montana Meth Project
I agree with Jeremy’s blog about Darren Aronofsky’s anti-drug commericial “Parents.” The films made for the Montana Meth Project are anything but cute. They hit you hard with the truth about meth and how it can destroy your life.
The Montana Meth Project features commercials by three directors including Tony Kaye, Darren Aronofsky and Alejandro González Iñárritu. Kaye directed seven commercials between 2005 and 2006. Aronofsky directed four in 2007 and Iñárritu directed the most recent three in 2008. For a drug campaign of this importance I think these three directors are well suited for the job. Aronofsky is one of my favorite directors and after watching “Parents” I was not surprised to see his name as the director.
“Parents” as Jeremy wrote starts us off feeling sympathy for the teenager. Quickly this changes as we realize that he is violently threatening his parents to allow him back in the home.
I think an important part of this campaign is not only the violence of Meth shown through the teenager kicking the door but the actions of the parents. Their grief is very heart wrenching as any parent does not want to see their child suffer. This commercial makes a strong statement to parents showing them that as much as it hurts to shut off your lights and close your door to a child in suffering, in the end it is what they must do to help this child. Allowing a meth addicted family member to live in your home is dangerous to yourself and the parents of these addicted people need to be reassured that their actions are for their own well-being. I think that message comes across very strong in this film when we see the child kicking the door and then the lights are turned off. There’s nothing more poignant than having the lights turned off and thinking of the heartache this child has caused his parents.
Each director’s films focused on a certain aspect of meth addiction. Aronosfky’s four films focused on the destruction of relationships as seen in “Parents.” Along with showing parents that closing their doors is the best thing, this film speaks to the potential drug users and showing them that their strongest relationships will be broken down by their addiction. This is seen through the visuals but confirmed by the narration as the teenager talks about his relationship with his parents and how they have always been close. The contrast between what we hear and what we see is what makes this commercial successful.