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ANDY Awards

Creative Award
New York, United States
American Legacy Foundation - "Fair enough: Gumballs" by ANDY Awards 2006

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TitleFair enough: Gumballs
Agency
Campaign Fair Enough - American Legacy Foundation
Advertiser American Legacy Foundation
Brand American Legacy Foundation
PostedJune 2005
Product Anti-Smoking
Business Sector Institutional/Public Interest/Non-Profit Org.
Story During a marketing brainstorming session, a tobacco employee comes up with a sugary sweet way to recruit younger tobacco chewers.
Media Type Television & Cinema
Length
Market United States
AI Description The ad opens with a view of a tall corporate building set against a cloudy sky. Inside, a tobacco company meeting is in session, with executives discussing new product ideas. The setting is a formal meeting room filled with suited men, suggesting a late 1970s aesthetic. The conversation is focused on creating a tobacco product for younger users, blending it with fruit flavors and sugar to make it appealing, illustrating the insidious marketing tactics of 'Big Tobacco.' As the meeting progresses, the absurd idea of a 'tobacco gumball' is proposed, highlighting the shocking real-world brainstorming sessions that led to targeting youth. The ad uses a satirical tone, ending with the text message, 'It might be funnier if it wasn’t true,' emphasizing the truth campaign against tobacco marketing strategies. The commercial concludes with the website 'Fair Enough.com' encouraging viewers to learn more about these deceptive practices.
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