Arnold, Crispin Crunch Numbers for Legacy

BOSTON The American Legacy Foundation this week launches a TV spot titled “1200” as part of its national “Truth” anti-smoking campaign.

The commercial was fashioned by Legacy’s long-time agency team of Havas’ Arnold, Boston, and Maxxcom’s Crispin Porter + Bogusky, Miami.

The effort opens with shots of hundreds of young people, each with a number on his or her shirt. Gathered “outside a major tobacco company,” the teenagers simultaneously collapse “dead” onto the pavement. One kid is left standing, holding a sign that reads, “Tobacco kills 1,200 people a day.”

The spot will air in 30- and 60-second versions on MTV, BET, Fox and elsewhere.