Legacy Creates A Darker Crazyworld

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American Legacy Foundation’s latest anti-smoking spots revisit the “Crazyworld” carnival, but now, morbid humor shares the stage with a dead-serious scare tactic.

Two 60-second ads are “heavier and a little more cerebral” than previous executions, said Legacy evp of marketing Chris Cullen. Created by Havas’ Arnold and MDC Partners’ Crispin Porter + Bogusky, the effort includes print and Web ads.

“Disappeared” breaks Thursday on the MTV Movie Awards.

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