I've disliked most recent Amercian Legacy "Truth" efforts, as they've gotten more toxic than actual cigarettes. Arnold's latest spots, however, are pleasing by virtue of their simplicity. The tiresome singing and dancing, electronic voice synthesizers, megaphone tirades against Big Tobacco and gross-out throat-hole close-ups from past "Truth" campaigns are gone. Instead, we get real-life job seekers quizzed in mock interviews by an exceedingly well-cast actor playing an executive recruiter. He looks a bit like Mark Wahlberg, but comes off smarmier and more pompous (which I didn't think was possible, but this guy's good). The theme is, "Do you have what it takes to be a tobacco exec?" The humor's silly, but on point and unforced. The guy informs one applicant: "One job I may have an opening in might require you to plead the Fifth a lot." The job seeker looks concerned, but she should just relax. They told me the same thing at my AdFreak interview, and I haven't done any jail time. Yet.
—Posted by David Gianatasio