ANDY Awards

Creative Award

New York, United States

Update

truth - "Big Business"

14687

Title	Big Business
Agency	Arnold
Campaign	Truth
Advertiser	American Legacy Foundation
Brand	truth
Posted	March 2010
Business Sector	Anti-Drug/Alcohol/Tobacco Message
Media Type	Television
AI Description	The advertisement titled "Big Business" for the "truth" anti-smoking campaign features a mock job interview in a corporate office setting. The scene involves two men in suits, one of whom details the benefits of working in a lucrative tobacco industry, emphasizing its massive $13 billion marketing budget and fitness facilities, while revealing the grim statistic that tobacco kills 5 million people globally each year. The camera captures the reactions of the interviewee, showing disbelief and contemplation. The visuals shift from covertly filmed footage to a faceless mannequin in a suit, with the message, "Do you have what it takes to be a tobacco exec?" The ad concludes with the "truth" logo, underpinning its advocacy against smoking and unveiling the unethical realities of the tobacco industry.
Creative Director	John Kearse
Art Director	Eric Stephenson
Art Director	Rob Kottkamp
Art Director	Dave Wallard
Art Director	Peter Bullis
Art Director	Amy Appleton
Chief Creative Officer	Pete Favat
Copywriter	Greg Nelson
Copywriter	Will Chambliss
Director	Henry Alex Rubin
Production Company	Smuggler
Agency Producer	Carron Pedonti
Account Manager	Paul Nelson
Account Supervisor	Kat Karpati
Sound	Mike Secher
Editor	Lawrence Young
Editing Company	Cosmo Street