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Viewers who tuned into the VMAs saw an ambitious new anti-smoking ad campaign launched by the American Legacy Foundation. The “Finish It” commercial is part of the Legacy’s ongoing “Truth” campaign, which started in 2000 and is credited with stopping 450,000 teens from lighting up.
The fast-paced TV spot sends a powerful message to teen smokers that they can be the generation to end smoking.
CEO Robin Koval, who left Publicis Kaplan Thaler to join Legacy, summed up the ad’s strong message: “We created the ‘Finish It’ campaign to empower teens to make the fight against tobacco use their own.
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