The FDA built The Real Cost on one argument: if cigarettes looked as dangerous as they are, you would run away from them. This execution makes that literal. A group of teenagers under the bleachers finds a creature in the dirt. It moves, it climbs an arm, and they scatter.
Adam Berg directed through Smuggler. MassMarket handled the visual effects, with Rob Moggach supervising.
The spot first aired on 15 June 2015, the same day as a second execution in the campaign, "Science Class". An earlier film built on the same creature, "7000 Chemicals", had run in November 2014.