Bromley Connects the Dots in ‘Truth’ Ad

DALLAS Bromley Communications’ new Hispanic spot for the American Legacy Foundation warns teenagers about the harmful effects of tobacco by incorporating real-life stories to create awareness, the client said.

The San Antonio Hispanic shop created the latest installment of the “Connect truth” campaign, an effort that exposes the deceptive tactics of marketing tobacco to teens.

Launched this week, “Segundos Mama” opens with teenagers removing boxes filled with orange dots from a van. As the teens begin sticking the dots on the side of a building, a young woman says, “Tobacco companies make a product that kills someone in the world every eight seconds.” A young man then says, “My mom smoked. She died from lung cancer nearly 68 million seconds ago. I wonder who is going to die in the next 68 million seconds.” The spot ends with a wide view of the dots on the wall, which form an image of the teenager’s mother, Loriann Olivia Rodriguez, 1964-2002.

“The ‘Truth’ campaign continues to empower America’s youth by giving them hard-hitting facts, which enable them to make an informed decision about tobacco use,” said Dr. Cheryl Healton, president and CEO of the American Legacy Foundation. “The campaign digs a little deeper into the situation and exemplifies how real people and their families have been impacted by using tobacco products.”

The Spanish-language spot will run through June on Univision, Telemundo, Telefutura, Mun 2 and SiTV. Three supporting radio ads will air in Los Angeles, New York and Chicago, the client said.

Based in Washington, D.C., the American Legacy Foundation provides strategic direction and funding for the “Truth” campaign. Media spending is undisclosed.