Magazine article ADWEEK

'Crazyworld' out, Jabs at Tobacco Marketing Back In: Latest Legacy Ads Use Earlier Strategy, Striking New Images

Magazine article ADWEEK

'Crazyworld' out, Jabs at Tobacco Marketing Back In: Latest Legacy Ads Use Earlier Strategy, Striking New Images

Article excerpt

BOSTON The American Legacy Foundation sidelines its yea>old "Crazyworld" campaign and returns today to ridiculing Big Tobacco's marketing practices in four 60-second antismoking 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.

"Voice," the first of the four TV spots, created by Havas' Arnold in Boston and MDC Partners' Crispin Porter + Bogusky in Miami, uses an actual cigarette ad to attack smoking. It shows teens unloading a truck outside tobacco company Altria's New York offices. They set up two podiums--one for questions, another for answers. A woman in her 50s and a teenage girl stand at the question podium. Behind them is a giant Virginia Slims print ad from the 1990s with a picture of a beautiful woman and the tagline, "Find your voice." The older woman, a cancer patient who has undergone a tracheostomy, points the mic at her bandaged throat and uses an electronic voicebox to ask, "Is this the voice you expected me to find?" No one appears at the answer podium.

"One of the points we always try to make is that this isn't something that just happened," said Alex Bogusky, partner and executive creative director at CP+B. …

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