Locally produced PSA earns regional Emmy nod

Rockit Science Agency has earned a regional Emmy nomination for its “Meth Sucks” public service announcement. The Baton Rouge-based advertising and public relations firm created the PSA and associated advertising campaign at the behest of the Ascension Parish Sheriff’s Office. The agency devised billboards, print ads and a television spot featuring a teenage girl first shown alive with rotting teeth, then dead. The 30-second TV spot is nominated in the Community/Public Service category for the Suncoast Chapter of the National Academy of Television Arts and Sciences. The region comprises central and south Louisiana, Florida and small parts of Mississippi, Alabama and Georgia. The nomination “was a little bit of a surprise to us,” says Brent Sims, vice president and brand strategist for Rockit Science. He says the nomination is the latest in a line of accolades for the campaign, which has already won several ADDY advertising awards and a Silver Telly Award. “It was one of those rare campaigns where they said, ‘Do whatever you want,’ ” Sims says. “Those are fun ones to work on. You feel like you’re doing some good.” Richie Adams of River Road Creative directed the spot, and is also named in the Emmy nomination. “We’re just blown away,” he says. “It’s amazing to be recognized for our work in any circumstance, but this particular one is a tougher accolade to get.” Adams says the joint effort was the first between Rockit Science and River Road Creative. “We had been champing at the bit to get a project going,” he says. “This is just an amazing first project for us.” See the PSA here. —Ian McGibboney