Cigarette marketers hadn't gotten ads for their product into the Super Bowl for decades, but that didn't mean they had no place on advertising's big stage. Witness here the spectacle of a marketer spending millions of dollars to modestly discourage certain consumption of its product. The spot, created by Young & Rubicam New York, puts a softer focus on the health risks than a pair of anti-smoking ads in the 2002 Super Bowl for American Legacy Foundation's Truth campaign ("Ratman," "Squadron").
The assurance that kids will listen to their parents also implies that health advocates shouldn't worry so much about tobacco marketing.
BRAND: Philip Morris
AGENCY: Young & Rubicam
QUARTER AIRED: Q2