The $25 million campaign is shot in a cinema verite-style and takes a look inside the marketing department of a tobacco company.
In one spot, a marketing director talks about "selling cigarettes without selling cigarettes" through tactics such as "sponsoring a charity" and getting free publicity to spread their message.
Another ad shows the tobacco marketers trying to get young people to adopt smoking. "We know where they are," he says, ticking off places such as the Internet, malls and sporting events. "We're there, legally, proudly," he says.
The spots are tagged "Do You Smell Smoke" and have launched on a number of news broadcasts as well as programming such as Jeopardy.
After a review, the Marina del Rey-based Ground Zero last summer won the account, which earmarked spending of $125 million for over five years. Asher & Partners, now Asher/Gal, Los Angeles, had long spearheaded the state's anti-smoking effort.