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American Legacy Launches "Connect truth" Campaign

Published on .

The tobacco industry recruits replacements.
The latest installment of the American Legacy Foundation's "truth" youth smoking prevention campaign launches this week with three new commercials from Arnold Worldwide and Crispin Porter + Bogusky. Grouped under the tagline "Connect truth," the spots -- directed by new Chelsea Pictures signee David Gordon Green -- use bright orange dots and strings to connect facts about the hazards of smoking and the tobacco industry. In "Replacement Smokers," for example, we see kids setting up mannequins to represent the replacements the tobacco industry has to find to replace the customers that die from smoking-related causes. A string connects this scene to a teenage girl, who says, "my dad died from emphysema from smoking six years ago. I haven't met his replacement yet."
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