New Mexico Clean & Beautiful, a program of the New Mexico Tourism Department, has rolled out a new television spot for its Toss No Más anti-litter campaign which takes a comical look at what happens when people litter.

The concept for the new spot, titled “What You Toss Adds Up,” came together after focus groups were used to study the behavior of potential litter offenders.

“Surprisingly, we found that young adults didn’t consider tossing cigarette butts or gum littering,” said Joseph Lobato, Executive Director of New Mexico Clean & Beautiful.  “We created the concept for the TV spot and then tested it with the young people again. They said it was a home run.”

The spot, created by Griffin & Associates in both English and Spanish, features a young man getting ready for a date. He picks up flowers for his date, smokes a cigarette and then tosses the cigarette butt.  He is suddenly pummeled by cigarette butts. He gets into his car, finishes his coffee, and then tosses his cup out the window. Again, he is pummeled – this time with coffee cups.  When he finally arrives at his date’s house, he spits his gum out on the sidewalk.  After being pummeled with gum, he walks to the door – his flowers wilted, hair and shirt disheveled, covered in cigarette butts, coffee cups and gum. His date slams the door in his face – and the announcer says, “What you toss adds up. Toss No Más.”

“A littered state has an immediate negative impact on visitors. A first impression is a lasting impression,” said Michael Cerletti, Secretary of the New Mexico Tourism Department. “I hope this new commercial will encourage everyone to do their part to keep New Mexico clean and beautiful.”

New Mexico Clean and Beautiful was created by the Litter Control and Beautification Act of 1985 and is affiliated with the national organization Keep America Beautiful, Inc. The program is charged with coordinating statewide litter control and beautification efforts. Both programs motivate millions of volunteers annually to clean up, beautify and improve their neighborhoods.