ANDY Awards

Creative Award

New York, United States

Update

truth - "Product"

5612

Title	Product
Agency	Arnold
Campaign	Truth
Advertiser	American Legacy Foundation
Brand	truth
Date of First Broadcast/Publication	2001 / 4
Business Sector	Anti-Drug/Alcohol/Tobacco Message
Tagline	April fools
Story	Ad made in collaboration with Crispin Porter & Bogusky Advertising, Miami
Media Type	Television
Length	60 seconds
Market	United States
AI Description	The commercial features a man in a corporate interior, presenting a speech that begins with the serious announcement of a cigarette recall. He speaks directly to the American public, claiming the tobacco industry's responsibility for health hazards like cancer and emphysema. The ad concludes with a twist—a black screen displaying 'April Fools,' revealing the announcement as a prank. This unexpected twist highlights the disingenuous nature often associated with the tobacco industry's health claims. The simple visual style and formal attire underscore the initially serious tone before the punchline reveals the true message: a critical commentary on tobacco industry trustworthiness.
Copywriter	Ari Merkin
Copywriter	Bill Hollister
Art Director	Chris Edwards
Copywriter	Chris Edwards
Art Director	Alex Burnard
Agency Producer	Keith Dezen
Chief Creative Officer	Ron Lawner
Group Creative Director	Pete Favat
Group Creative Director	Alex Bogusky
Art Director	Bill Hollister