BBDO Gives Teens Voice in N.J. Anti-Smoking Ads

BBDO Minneapolis aims to give teens a sense of power over tobacco companies in a campaign for New Jersey’s anti-smoking efforts.

The $5 million television and outdoor campaign that breaks in the Garden State this week encourages teens to tell tobacco companies they can’t be bought.

“We were really going for something that would stand out and portray kids in a more heroic light,” said BBDO Minneapolis vice president and creative director Karn Knutson, who was also the art director for the campaign.

The work “piggybacks” on the American Legacy Foundation’s national “Truth” campaign, Knutson said.