ST. LOUIS, Mo. (KMOV.com) - The St. Louis Area National Council on Alcoholism & Drug Abuse bought airtime during Sunday's Super Bowl XLIX to raise awareness on the heroin and painkiller abuse problems in the area.
The advertisement, which was described as a dramatization, shows a young man appearing to suffer from a heroin overdose while an ukulele jingle saying "that's how you got addicted to heroin" plays. Howard Weissman describes the jarring parallel between the somber images and upbeat melody of the music in the commercial as "an intentional choice that reflects the stark contrasts of these real-life situations."
According to the NCADA, 2,300 people in the St. Louis area have died over the last eight years due to opiate dependencies.
People suffering from a substance abuse problem can get help by contacting the NCADA.