72andSunny and Truth took over the VMA's the other night, when many people in attendence were spotted with little orange Truth #finishit little X-es on the outfits or collars. What was that all about? Well, it was revealed in the commercial break when this ad shamed celebrities who smoke - calling them unpaid spokespeople for big tobacco.
While Truth has managed to take an uncool position and actually turn it cool, I'm not so sure this strategy was the right one. Some people still think celebrities are pretty cool no matter what they do, so it's a bold move to use the celebs in this fashion. But hey, maybe Truth is cooler than these e-cig slave celebrities?
And just to be sure y'alls know that Truth is like, really cool, they are ok with you smoking anything bit tobbacci. Ok, maybe not crack but they're OK with marijuana. So there's that.
@caylakushtiiina Nah. Preeeetttty sure we just said tobacco.
— truth (@truthorange) August 27, 2014
Ad agency: 72andSunny
Chief Creative Officer Glenn Cole
Group Creative Director Justin Hooper
Group Creative Director Mick DiMaria
Lead Designer Allbriton Robbins
Lead Writer Beau Unruh
Chief Strategy Officer Matt Jarvis
Group Strategy Director Matt Johnson
Sr. Strategist Ravi Khanna
Strategist Josh Hughes
Managing Director James Townsend
Group Brand Director Judson Whigham
Brand Director Kristine Soto
Brand Director Luke Lamson
Brand Coordinator Tracey Horwitz
Brand Coordinator Chelsea Gilroy
Chief Production Officer Tom Dunlap
Director of Film Production Sam Baerwald
Sr. Film Producer Calleen Colburn
Sr. Art Producer Sabrina Bajaj