Crispin, Arnold Turn Up the Heat

BOSTON The American Legacy Foundation today launches its latest anti-smoking spot via Havas’ Arnold and MDC Partners’ Crispin Porter + Bogusky.

“Fire” shows a cigarette causing a room to quickly go up in flames. Later in the spot a teen says, “Cigarettes are still the number one cause of fire-related deaths. The continuing theme of the campaign is “Connect Truth.”

“Included in the 40,000 people who lose their lives each year to tobacco-related causes, are 1,000 people who die from fires started by smoking. On average, 80 children and teens are killed each year in fires started by smoking,” said Dr. Cheryl Healton, president and CEO of the American Legacy Foundation in Washington D.C. “Through this new spot we hope to educate young people about the hazards of smoking and to challenge them to think about the tobacco industry and its products.”

The ad will air on The WB and UPN, among others. “Fire” is the latest in a series of ads that began airing in January and will run through May. The other spots were “Survey,” “Replacement Smokers,” “Coroner,” “Epidemic,” “Hair,” and “Smoking Machine.”

The client spent about $80 million on ads in 2003, per Nielsen Monitor-Plus.