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ANDY Awards

Creative Award
New York, United States
truth - "1200" by ANDY Awards 2001

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Title1200
Agency
Campaign Truth
Advertiser American Legacy Foundation
Brand truth
PostedJuly 2004
Business Sector Anti-Drug/Alcohol/Tobacco Message
Story A crowd of 1200 people protesting against the tobacco company (the same amount that tobacco products kill a day), gather outside of the tobacco company and pretend to all drop dead on the street. A man holds a sign reading "Tobacco kills 1200 people a day, ever think about taking a day off?"
Media Type Television
Length
AI Description The ad depicts a powerful protest against tobacco companies, emphasizing the 1200 people killed daily by tobacco-related illnesses. A massive crowd gathers outside a major tobacco company's skyscraper. Each protester wears a t-shirt with numbers adding up to 1200. The scene includes aerial shots showing the vast crowd, capturing the gravity of the protest. Suddenly, the crowd simulates dropping dead on the street, graphically illustrating the daily death toll from tobacco. A man holds a sign reading "Tobacco kills 1200 people a day, ever think about taking a day off?" highlighting the ad's message of awareness and urging for change. This visual metaphor shockingly communicates the deadly impact of smoking on society, demanding viewer attention to the cause. The ad concludes with the branding of "truth," reinforcing the call to action against smoking.
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