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ANDY Awards

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

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TitleProfiles
Agency
Campaign Truth
Advertiser American Legacy Foundation
Brand truth
PostedJuly 2006
Business Sector Anti-Drug/Alcohol/Tobacco Message
Media Type Television & Cinema
Length
AI Description The ad by 'truth' takes place in a bustling city street, with a diverse crowd of pedestrians going about their day. Large orange arrows with judgmental labels such as 'Passive Aggressive,' 'Problems w/Self Esteem,' and 'Emotional Insecure' are held by people as they walk through the crowd. These labels, based on terms found in tobacco industry files, point directly at individuals. The visual conveys an impactful message about how Big Tobacco targets potential customers, exposing the manipulative marketing strategies used to sell harmful products. The ad ends with a statement underscoring the idea of 'customer appreciation,' playing on the irony of such terms.