MZD Passes First Annual Review for Anti-Tobacco Work

MZD Advertising has retained its $7 million anti-tobacco contract with the state of Indiana following a review of its work, said agency president Harry Davis.

The Indianapolis shop won the four-year contract, subject to annual renewals, in July 2001. Its subsequent campaign, “White Lies,” featured tobacco executives laughing about the lie that smoking isn’t harmful. A print ad showed a dead guinea pig with a cigarette near its mouth. MZD also created a Web site for the client.

Officials with the Indiana Department of Administration, which oversees the contract, reviewed MZD’s performance, as called for in the contract, and chose to retain MZD without considering other agencies.

New work is slated for October and will focus on secondhand smoke, Davis said.