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Truth stages a "die in" outside a major tobacco company.
The American Legacy Foundation is getting back to the stark agitprop that made the debut of its "Truth" anti-smoking campaign so controversial three years ago with a new spot titled "1200." Like 2000's "Bodybags," the spot takes place "outside a major tobacco company," where 1200 kids assemble and fall "dead" in unison to represent the number of lives lost each day to tobacco-related disease. The commercial was conceived by the partnership between Arnold Worldwide and Crispin Porter + Bogusky that handles the account and directed by Harvest's Baker Smith.