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ANDY Awards

Creative Award
New York, United States
truth - "Do You Have What it Takes?" by ANDY Awards 2001

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TitleDo You Have What it Takes?
Agency
Campaign Truth
Advertiser American Legacy Foundation
Brand truth
PostedJune 2010
Business Sector Disease Awareness, Support Groups & Associations
Media Type Case Study
Market United States
AI Description The ad begins by highlighting the harsh economic conditions of 2009, setting the stage for potential job opportunities. It then transitions to a scene where unsuspecting job seekers attend interviews, only to find themselves in a mock recruitment for tobacco companies. Hidden cameras capture the applicants' reactions as they are faced with moral dilemmas related to tobacco's impact on health. The setting is stark and professional, capturing the mood of a business environment with an undertone of deception. As the message unfolds, the involvement of the brand 'truth' becomes apparent, emphasizing the campaign's anti-smoking message. The ad culminates with both a powerful visual and statistical representation, challenging viewers to consider the ethical implications of working in the tobacco industry.