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Topic: Truth

Truth's Tinder-Themed Anti-Smoking Music Video Baffles, Delights and Terrifies

YouTube stars left-swipe all cigarette users

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…

New Legacy Ads Trade Anger for Empowerment

1st work from 72andSunny is tagged, 'Finish it.'

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…

Anti-Tobacco Nonprofit Reviews Ad Business

Legacy to complete creative, media search by year's end

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…

Smoking likened to being eaten by zombies

Zombies are everywhere, it seems, even in American Legacy's latest "Truth" commercials. Timed to the launch of The Real World's 24th season (Jesus!) on MTV, we get Zombieville, a…

Ads liken cigarettes to glass-filled popsicles

American Legacy's "Truth" is back with new ads from Arnold that feature a laughably dangerous fictional popsicle called Shards O' Glass to represent how cigarette companies continue to sell…

Legacy's mock interviews getting a little old

American Legacy's mock job interviews helped revive its "Truth" campaign. But after viewing these latest iterations, I think the approach has run its course. The drill's become too familiar, with…

Even VH1's Megan turns down Big Tobacco

Pointless celebrity guest appearances: Aren't they a sign that something has jumped the shark? Megan Hauserman, star of VH1's Megan Wants a Millionaire, isn't much of a celeb, so maybe…

Big Tobacco still seeking best and brightest

American Legacy's "Truth" anti-tobacco juggernaut rolls on with new executions from Arnold that expand on the campaign's amusing faux-job-interview format. Above, we get a customer-service role-playing session, with the superbly…

Big Tobacco now hiring in new 'Truth' spots

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…

Mob rules in latest 'Truth' anti-smoking ads

Does the American Legacy Foundation still exist? Does it still do those "Truth" anti-smoking ads? Does anybody care anymore? Unfortunately, it appears the answer to all three questions is yes,…

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