Legacy Tweaks its ‘Truth’ Campaign

BOSTON The American Legacy Foundation on Monday launches its latest anti-smoking campaign from Havas’ Arnold and MDC Partners’ Crispin Porter + Bogusky. Ads tweak the client’s well-known “Truth” positioning with the tagline, “Connect truth.”

One spot, “Replacement Smokers,” opens on a city street crowded with people organizing nude mannequins into a group, each with circular, orange stickers on their chests with the word, “replacement.” A teen says, “Tobacco companies sell a product that kills their customers. But without their customers, they go out of business. So everyday they need to attract what one tobacco exec called, ‘replacement smokers.'” The scene cuts to a young girl holding an orange dot who says, “My dad died from emphysema from smoking six years ago. I haven’t met his replacement yet.” The other two spots are titled, “Survey” and “Coroner.” David Gordon Green directed the spots.

“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, Washington, D.C. “The ‘Connect truth’ campaign digs a little deeper into the situation and exemplifies how real people and their families have been impacted by using tobacco products.”

The 60-second spots begin rolling out today and will run through April. Commercials will air on MTV, BET, the WB and Fox, among others. The client spends about $60 million annually on ads.