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T-Mobile, American Legacy Break New Campaigns

Published on .

T-Mobile promotes the Sidekick with an anime adventure.
Publicis/Seattle has launched a new multi-plaform campaign for the T-Mobile Sidekick handset, based on the adventures of an anime action hero named Johnny Chase. Chase stars in a new spot directed by Japanese director Itsuro Kawaski, and is the hero of the Sidekick's new micro-site, www.johnnychase.com. ... The American Legacy Foundation has launched a new anti-smoking campaign, dubbed "Crazyworld," aimed at depicting the absurd rules tobacco companies live by. The first spot -- from Arnold Worldwide, Crispin Porter + Bogusky and Harvest director Baker Smith -- features a mock game show called "The Ingredients Game," in which contestants are challenged to dig through piles of package goods to find the product that isn't required to list its ingredients. The answer, of course, is cigarettes.
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