An anti-heroin ad ran in the St. Louis area during Super Bowl XLIX.
The ad was created by the National Council on Alcoholism & Drug Abuse in St. Louis. It aimed to "raise awareness about the heroin and prescription painkiller epidemic in the St. Louis area."
The commercial took an unconventional approach, using a song with a light-hearted beat contrasted with lyrics telling of a person who became addicted to the drug and overdosed. NCADA said the contrast was "an intentional choice that reflects the stark contrasts of these real-life situations."
NCADA council director Howard Weissman told the St. Louis Post-Dispatch that nearly 2,300 young people in the region have died from heroin use since 2007.
- Molly Geary