'Truth' Targets Rihanna, R-Patz in New Ads from 'Finish It' Campaign

New Ads Debuted During MTV's VMAs

Published On
Aug 25, 2014

Editor's Pick

The American Legacy Foundation continues its effort to motivate teens to end smoking for good with the latest spots from its "Finish It" campaign, which broke during last night's MTV Music Video Awards. Created out of 72andSunny, the new films put the spotlight on celebrities, using found footage of stars like Orlando Bloom, Rihanna, Robert Pattinson and Kate Moss, dubbing them "Unpaid Spokespersons" for big tobacco. A follow-up ad then calls on viewers to think twice about posting smoking selfies and giving more free marketing to the tobacco companies.

In conjunction with the new ads, Truth has also launched "Erase and Replace," a web tool that allows viewers to remove smoking content from social media pics.