NEW YORK The American Legacy Foundation today broke the fifth television spot in the latest iteration of its "Truth" campaign with a 30-second ad that stars a growling German shepherd named "Fang."
In the ad, a young woman in New York's Union Square draws a crowd by unveiling the caged menace and asking onlookers if anyone wants to pet the snarling beast. She explains that in 2001, a tobacco executive reasoned that a company name change could focus attention away from tobacco. "Let's see if changing your name works," she asks before hanging a new sign atop the cage that rechristens the dog, "Fluffy."
"This is Fluffy now," the woman says while the dog continues to bark, growl and bare his teeth. "Does anyone want to pet Fluffy?" When the offer elicits no takers, she ends by telling the crowd, "If big tobacco really wants to change their image, maybe they should try not selling a product that kills their customers."
Crispin Porter + Bogusky in Miami and Arnold in Boston share creative duties on the "Truth" account.
The American Legacy Foundation, which was created with money tobacco companies paid in 1998 to settle multiple lawsuits, launched the "Truth" campaign in 2000.