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ANDY Awards

Creative Award
New York, United States
truth - "Crawl" by ANDY Awards 2001

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TitleCrawl
Agency
Campaign Truth
Advertiser American Legacy Foundation
Brand truth
Date of First Broadcast/Publication 2013 / 12
Business Sector Institutional/Public Interest/Non-Profit Org.
Tagline #voteCRAWL
Media Type Television
Length
Market United States
AI Description The ad opens with an 8-bit, retro-style video game with the baby avatar on screen. The player seems to control a crawling baby that is navigating a hazardous world filled with various challenges. As the baby progresses, the environment fills with pixelated clouds of smoke, and multiple obstacles like crocodiles and skeletons appear, reflecting the dangerous journey. The visual style is vibrant and colorful, reminiscent of classic 1980s arcade games. An underlying message questions how infants can escape the dangers of secondhand smoke, reinforcing the anti-tobacco campaign's theme. The ad ends with the impactful text: "At some point they begin to crawl," quoting a tobacco executive, and a call to action with #voteCRAWL, followed by the branding of truth.