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The American Legacy Foundation sidelines its year-old “Crazyworld” campaign and returns today to ridiculing Big Tobacco’s marketing practices in four 60-second anti-smoking spots tagged, “Seek truth.”
Unlike “Crazyworld,” which used surreal imagery and dark humor to underscore the absurdity and health risks of smoking, the new, estimated $25 million-plus effort urges people to seek out the truth behind cigarette companies’ marketing claims.
The campaign includes print and Web components. Visually striking print ads show teens with their eyes, ears and mouths sewn shut with sutures and “Seek truth” carved into a scalpel poised to cut them away.
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