It’s a beautiful day. The scene opens with a common sight in America: youngsters playing tackle football. But the scene takes a dark turn when players head to the sidelines where their coach hands out cigarettes and they all light up in the huddle. The players smoke while their coach gives a pep talk. A mom lights up a smoke for her young son on the bench. It’s shocking.

Voice-over: “Tackle football is like smoking. The younger I start, the longer I am exposed to danger. You wouldn’t let me smoke, when should I start tackle?”

A super comes up touting data from a timely clinical study: Kids who start tackle at age 5 vs 14 are 10 times more likely to get the brain disease CTE. Here, the main objective is correlating the increased exposure to head injury over time with the increased risk of smoking over time.