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WASHINGTON — The American Legacy Foundation today unveils an approximately $30 million campaign that literally raises the curtain on more of Big Tobacco’s alleged misdeeds. Included in the “Orange Curtain” effort is a spot that focuses on an R.J. Reynolds marketing plan from the mid-1990s that purportedly targeted gay and homeless people.
Arnold in Boston and Crispin Porter + Bogusky in Miami worked on each of the three new 30-second spots together. They introduce a new tone and focus to Legacy’s advertising, ditching the recent “Infect truth” sub-theme and dark-humored vignette style.
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