American Legacy: Farm Fresh

NEW YORK The tobacco industry once claimed that drinking a glass or two of whole milk each day is potentially worse for one’s health than breathing in second-hand smoke. In this new spot, American Legacy Foundation “investigator” Derrick Beckles takes that claim to a dairy farmer, who appears shocked to hear the news. The camera lingers on the farmer’s dumbfounded look as Beckles asks if he adds Arsenic and Benzene to his milk the way tobacco companies add those chemicals to cigarettes. The unscripted reactions of everyday people help power this campaign, which asks “Whudafxup?” in each execution. The farmer’s “Whudafx?” expression and the spot’s overall documentary style make this another informative yet entertaining argument for kicking the habit (or choosing never to start). Arnold and Crispin Porter + Bogusky crafted the commercial.