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 but tobbacco. Ok, maybe not crack but they're OK with marijuana. So there's that.

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
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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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