Mix Kitchen tops Shoot’s Spring Top Ten

30 Apr Mix Kitchen tops Shoot’s Spring Top Ten

In a 60-second TV spot for the National Council on Alcoholism & Drug Abuse (NCADA), heroin’s disturbing effects on a teenage boy’s life are dramatically contrasted by an uplifting soundtrack created by Mix Kitchen’s Craig J. Snider with Schupp Consulting and Creative Director, Mark Schupp. The track for the PSA, “That’s How” made the #1 spot on Shoot Magazine’s 2015 Spring Top Ten Music Tracks Chart. The spot made its debut during Super Bowl XLIX on KSDK-TV NewsChannel 5, shocking viewers in the St. Louis viewing area. The spot has since caused a wave of controversy spreading nationally online and through media outlets such as Reddit, Huffington Post, and Esquire Magazine. Shoot: Music Chart Topper: An Upbeat Track to a Tragedy Adland NCADA “That’s How”, Adweek/Adfreak: Regional spot has an upbeat song and a dire message, Washington Post: Super Bowl ad took on the nation’s heroin problem, but this drug could do more, Fox 2 Now St. Louis: Locals Make Powerful Super Bowl Heroin PSA

NCADA-PSA

Credits: NCADA “That’s How”
Agency: Schupp Consulting
Creative Director and Producer, Mark Schupp of Schupp Consulting
Copywriter, Jessen Wabeke
Art Direction, Matt Maddox
Director and Post Editing by Scott Ferguson
Music: Mix Kitchen
Music and Lyrics supervision: Craig J. Snider
Vocals: Lauren Duski
Executive Producer: Sam Fishkin