January 31, 2002
truth Airs Two Ads During Super Bowl;
Informing Teens About the Dangerous Substances Found in Cigarettes
truth(SM), the nation's largest anti-tobacco campaign for teens, will air
two ads during the Super Bowl on Fox this Sunday. This is the first time
truth(SM) has aired advertisements on the national football championship.
"We're charged about the opportunity to bring the idea of truth(SM) to the
nation's top televised sporting event," said Cheryl G. Healton, DrPH,
president and chief executive officer of American Legacy Foundation, which
sponsors the truth(SM) campaign. "Millions of American consumers, not to
mention the teens who know and love truth(SM), will be tuned into the game
and then turned on to the fact that there are nearly 600 harmful chemicals
in cigarette smoke after seeing these Super Bowl advertisements."
The spots are part of an ongoing effort by truth(SM) to expose the hazards
of tobacco use by highlighting chemicals and other substances found in
cigarettes and cigarette smoke. The ads are designed to encourage teens to
share what they learn about tobacco products with their friends by
emphasizing the idea "Knowledge is Contagious: infect truth(SM)."
Both spots scheduled for the game will run thirty (:30) seconds. The spots
include the debut of a new ad, "Squadron," and the airing of "Ratman," which
was released in the Fall of 2001.
-- "Squadron" (scheduled for the first quarter) -- People are enjoying a
sunny day at the beach when they look up to see airplanes overhead pulling
banners, but these are not your ordinary promotional beach promotions. The
first banner poses the question, "What's in cigarette smoke?" Because the
answer includes more than 599 substances, they all can't fit on one sign. So
we see a "squadron" of airplanes flying with banners behind them with the
long list of toxic substances flapping in their tailwinds. (Squadron
creative embargoed until
February 3rd, 8:00 PM EST)
-- "Ratman"(scheduled for third quarter) -- A giant rat (really a young man
in a rat costume) climbs out of a Times Square subway station into daylight
and a busy New York City street. The rat has surfaced to die, but also to
spread his message which passersby discover scrawled on a piece of cardboard
left beside him. The message: "There's cyanide in cigarette smoke. Same as
in rat poison."
Both ads were created by Arnold Worldwide of Boston and Crispin, Porter and
Bugusky of Miami.
The award-winning truth(SM) campaign, hailed for helping to slash youth
smoking rates in a study release last December. The December 2001 release of
a research study on use of tobacco, drugs, and alcohol by young people
reported that smoking rates among 8th, 10th, and 12th graders are declining
rapidly, and credited the truth(SM) ad campaign as one of the reasons. The
study, "Monitoring the Future," was sponsored by the U. S. Department of
Health and Human Services and conducted by the University of Michigan
Institute for Social Research.
truth(SM), launched in February 2000, is the largest national smoking
prevention campaign for youth ever conducted. The campaign exposes the
tactics of tobacco marketing and allows teens to make informed choices about
tobacco use by giving teens the facts about the tobacco industry and its
products. The campaign is funded by the American Legacy Foundation, which
was created by the 1998 Master Settlement Agreement between the tobacco
industry and 46 states.