Rachael Leigh Cook’s egg-crushing “This is Your Brain on Drugs” PSA is forever burned into the mind of anyone who grew up in the 90s, but 20 years later, she stars in a new version of the ad with a very different message. Produced by Green Point Creative for the Drug Policy Alliance, “Your Brain on Drug Policy” tackles the mass incarceration, racism, and discrimination that define American drug policy and ultimately destroy lives. It flips the original egg metaphor on its head, with Cook illustrating how different things often are for white eggs and brown eggs.
“The war on drugs is ruining people’s lives,” Cook says. “It fuels mass incarceration, it targets people of color in greater numbers than their white counterparts. It cripples communities, it costs billions, and it doesn’t work.” She ends the ad by repeating the final line of her iconic 1997 commercial: “Any questions?”
According to AdWeek, Cook agreed to do the project after watching the Ava DuVernay documentary 13th, which examines the history of racial inequality in the prison system.
“The shocking, cold-water education her documentary presented compelled me to reexamine my own involvement with a larger movement that has gone on to harm so many,” Cook says in a statement. “When my unique position brought about the opportunity to raise my voice again about this issue, I knew it was the right thing to do. My hope now is to bring attention to the wildly unfair practices of drug sentencing and advocate for their reform.”