ANDY Awards

Creative Award

New York, United States

Update

truth - "Splode"

7330

Title	Splode
Agency	Arnold
Campaign	Truth
Advertiser	American Legacy Foundation
Brand	truth
Posted	July 2000
Product	Anti-Tobacco Education
Business Sector	Anti-Drug/Alcohol/Tobacco Message
Story	Ad made in collaboration with Arnold Communications, Boston
Media Type	Television
Length	30 seconds
AI Description	The 'Splode' ad from the truth campaign by Arnold showcases an intense metaphor for the dangers of tobacco use. The video features a group of young people engaging in an adventurous and high-energy bungee jump off a bridge, with the excitement and thrill of the jump drawing parallels to the described 'intensity' of a fictional drink, Splode. Bright landscapes set against dramatic mountain backdrops create a sense of larger-than-life adventure. As the jumpers drink from cans of the beverage, an over-exaggerated display of carbonation hints at the explosive effects. Post-jump, a stark orange screen with text states that only tobacco kills a third of its users, driving the anti-tobacco message home with an impactful statistic and a sobering conclusion. The combination of adventure and risk is juxtaposed with the underlying message about tobacco's real danger.
Executive Creative Director	Alex Bogusky
Copywriter	Tom Adams
Copywriter	Steve O'Connell
Art Director	Dave Clemens
Agency Producer	Terry Stavoe
Director	Jeff Gorman
Editor	Jeff Sternberger
Production Company	JGF