The tobacco-slagging Truth campaign is back to inspire, or maybe just torture, teenagers with more anti-smoking rhymes.
The venerable anti-smoking initiative Truth has tried just about everything to get people to stop smoking: edgy teens, cowboys with electronic voiceboxes, even earnest appeals to our health and vanity. Now they're pulling out the big guns.
Robert Redford has acted in dozens of films in his career and directed nine others, but there's one subject he doesn't seem to tire of tackling: journalism. Since Redford played Bob Woodward in All the President's Men, he has revisited the profession several times on-screen, both as an actor and a director.
Truth is out with a new anti-smoking ad, and it's a long way from stacking body bags outside the offices of tobacco companies. "Left Swipe Dat," created by 72andSunny, features a parade of young pop stars and YouTube personalities singing a novelty song about rejecting people on the dating app Tinder for featuring cigarettes in their profile pictures. Singer Becky G anchors the video, with X-Factor-born girl group Fifth Harmony handling backup. Comedians King Bach and Timothy DeLeGhetto act as hype men. Harley Mortenstein of Epic Meal Time, Grace Helbig of it'sGrace, and AlphaCat each spit a guest verse. There are also cameos from Anna Akana, Jimmy Tatro and Terrence J. In other words, if you were born before 1992 and don't spend all of your time on YouTube, it's exactly the right thing to make you feel old and confused and terrified.
Legacy—the anti-smoking group behind the "Truth" campaigns—adopts a new strategy in the first campaign from new agency 72andSunny. Big picture, the tone is less combative and more empowering. The new tagline is, "Finish It."
Legacy, the national public health nonprofit created to advertise the dangers of tobacco use, is reviewing its advertising business. In play are both creative responsibilities and media planning and buying, which are currently handled by Arnold and PHD, respectively. Arnold and PHD have been invited to defend.
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