72andSunny Goes Revolutionary in Anti-Smoking PSA

By Patrick Coffee 

72andSunny earned coverage in The New York Times over the weekend for this spot, its first for new client Legacy (previously known as American Legacy foundation, or the group behind all those Truth anti-smoking ads).

Arnold and CP+B respectively handled the campaigns before 72andSunny won the pitch in February; this new spot serves as both a continuation of earlier entries’ sharp tone and an attempt to position the anti-smoking “movement” as one comparable to Occupy (check out the Guy Fawkes-style masks at :40).


After noting the success of associated anti-tobacco campaigns, the spot tells viewers that the fight isn’t over yet when a significant minority of high schoolers still smoke.

The larger effort includes attempts to turn the movement into something like the Human Rights Campaign’s successful 2013 effort to convince all of your friends to replace their Facebook photos with red equals signs.

Will the new campaign convince young people to place Xs over their faces on social or for corporations to donate more money to the group? We can’t be sure.

Side note: former Publicis Kaplan Thaler CEO Robin Koval currently serves as Legacy’s chief; despite the significant drop in tobacco sales in the U.S., she calls the campaign a case of “David going up against Goliath.”

Also worth noting that the spot does not contain a mention of e-cigarettes, which someone tells us are hot with the kids these days.

Client: American Legacy Foundation

CEO Robin Koval
CMO Eric Asche
Assistant VP, Marketing Nicole Dorrler
Senior Manager, Marketing Mona Rahman
Senior Manager, Marketing Aaron Musho

72andSunny Credits

Chief Creative Officer Glenn Cole
Group Creative Director Justin Hooper
Group Creative Director Mick DiMaria
Lead Designer Allbriton Robbins
Lead Writer Beau Unruh
Chief Strategy Officer Matt Jarvis
Group Strategy Director Matt Johnson
Sr. Strategist Ravi Khanna
Strategist Josh Hughes
Managing Director James Townsend
Group Brand Director Judson Whigham

Brand Director Kristine Soto
Brand Director Luke Lamson
Brand Coordinator Tracey Horwitz
Brand Coordinator Chelsea Gilroy
Chief Production Officer Tom Dunlap
Director of Film Production Sam Baerwald
Sr. Film Producer Calleen Colburn
Sr. Art Producer Sabrina Bajaj
Freelance Art Producer Denise Knickerbocker
Art Production Coordinator Brigitte Bishop
Business Affairs Director Michelle McKinney
Group Business Affairs Director Amy Jacobsen
Business Affairs Coordinator Amy Shah
Sr. Designer Geo Panch (Interactive)
Designer Sarah Herron (Interactive)
Writer Rebecca Ullman (Interactive)
Jr. Designer Jessica Robles (Interactive)
Jr. Writer Joseph Saroufim (Interactive)
Jr. Creative Technologist Emilio Canton (Interactive)
Director of Interactive Production Heather Wischmann (Interactive)
Interactive Executive Producer Daniel Laiblin (Interactive)
Sr. Interactive Producer Nick Boganwright (Interactive)
Sr. Interactive Producer Thomas Dawson (Interactive)
Analyst Seth Mills (Interactive)
Technical Lead James Fiszer (Interactive)
UX Design Director Melissa Bell (Interactive)
Sr. UX Designer Jessica Rudzewicz (Interactive)
Jr. UX Designer Andrew Lindley (Interactive)

Film Credits (production partners)

Editorial: 72andSunny Studio
Sr. Editor Scott Culver

VFX: 72andSunny Studio

Telecine: MPC LA
Audio: LIME
Mixer Rohan Young
Music Credits: Finishers: “Revolusion” by Elliphant

Art Production Credits (production partners)
Production Company: Joy Asbury Productions
Photographer Christian Weber
Producer Joy Asbury

Interactive Credits (production partners)

Production Company: B-Reel
Executive Producer/Partner Eva Mautino
Sr. Producer Kenna Takahashi
Creative Director Petter Westlund
Art Director Ian Bauer
Tech Director Eric Heaton