David Attenborough isn't the first name that comes to mind to be the cornerstone of an anti-drugs campaign that aims to resonate with teenagers.
Yet the latest campaign in the government's teen drug awareness and information initiative, FRANK, features a mini-film of a teenage house party spoofing the BBC stalwart's famous wildlife documentary style.
While Attenborough himself was approached - and declined - to do the voice-over, he gave his blessing for a "sound-a-like" to be used.
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Enter comedian and impressionist Simon Lipson, who has worked on Dead Ringers for Radio 4 and mimicked many a celeb including Alan Hansen and John Motson.
The concept, created by digital agency Profero, is based on the simple logic attached to every youth-targeted campaign in the market.
No TV on this one, thanks, kids use YouTube and Bebo. As such, the film will be coming to a teen website near you.
The government (and its agencies: Mother for TV, and Profero for digital) has the toughest of tasks. Let's face it, drugs are, for a few years at least, often considered quite cool by teens.
The digital-only approach this time around has its merits and the ad - let's call the piece of content that for now - is certainly funny.
"Here in the suburbs we observe the human habitat after sunset," opens the perfect Attenborough-esque voice-over. "The conditions suggest a social gathering or breeding colony," the "documentary" continues.
Well, I found it funny. But then I'm 32.
Whether a spoof of David Attenborough, a cultural icon of the ages in the UK, will get mass pick-up by a youth audience online today will be interesting to see.
