A Shared Legacy

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From beneath the rim of a cowboy hat, Alex Bogusky scans the desert surroundings at the Pinal County Fairgrounds, about 45 minutes outside Phoenix. There are few spectators on hand for tonight’s carnival show, hosted by Miami’s Crispin Porter + Bogusky and its partner on the American Legacy Foundation account, Boston-based Arnold. It’s late March, and the team is spending four days shooting the second round of the “Crazyworld” campaign.

Like most of the ads that comprise the Arnold/Crispin alliance’s “Truth” work, the latest commercials rely on street theater and audience participation to hammer home the anti-smoking message.

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