The St. Louis Rams and New England Patriots weren’t the only two combatants duking it out during the 2002 Super Bowl. Tobacco giant Philip Morris and the anti-smoking organization American Legacy Foundation did battle against teen smoking and each other, with both sides airing ads that seeked to dissuade teens from lighting up but in different ways.
While the American Legacy Foundation’s Truth campaign publicized cigarettes’ poisonous ingredients, Philip Morris positioned kids’ friends as the problem in this 30-second spot produced by Young & Rubicam New York. Philip Morris would say it spent $300 million in 2002 on youth anti-smoking programs, but the results were mixed at best.
A study published in 2006 funded by the California Tobacco‐Related Disease Research Program showed that teenagers who saw cigarette marketers’ anti-smoking ads became more sympathetic toward those companies.
BRAND: Philip Morris
AGENCY: Young & Rubicam