This quit-smoking spot for the New York City Department of Health is igniting hot conversations.
The :30 NYC version, shortened from a :60 PSA produced for Australia's Cancer Council Victoria, features a boy abandoned by his mother in a train station and the question, "If this is how your child feels after losing you for a minute, imagine if they lost you for life."
Turns out, the kid was just 3-1/2 when it was shot, the actress was his real mother, and to induce actual tears, she briefly walked away from her son.
A rep for the group, Edwina Pearce, said, "We didn't do anything dastardly to make him cry. He did get upset, but it was about a 10-second period ... and then his mother came back and gave him a big cuddle and everything was happy again." Child protection officers were on the set.
Unlike most commercial content, this was life and death stuff. But did the ends justify the means?