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Posts Tagged ‘Allbriton Robbins’

72andSunny Shames Celebrity Smokers for truth

Have you ever noticed that a disproportionate number of celebrities happen to smoke in their spare time? That fact provides the motivation behind this new spot for truth (itself an offshoot of the national public health organization Legacy), created by 72andSunny in order to cast these “unpaid” Big Tobacco spokespeople as the very opposite of what we might call “role models.”

Many of the famous faces in the ad didn’t see it because they were too busy attending the Video Music Awards on which it aired (and, presumably, smoking).

That’s not to say that the people at truth don’t love Chris Brown as much as the prototypical “next guy” who does not happen to be Suge Knight.

Another spot created to explain the first below.

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72andSunny Goes Revolutionary in Anti-Smoking PSA

72andSunny earned coverage in The New York Times over the weekend for this spot, its first for new client Legacy (previously known as American Legacy foundation, or the group behind all those Truth anti-smoking ads).

Arnold and CP+B respectively handled the campaigns before 72andSunny won the pitch in February; this new spot serves as both a continuation of earlier entries’ sharp tone and an attempt to position the anti-smoking “movement” as one comparable to Occupy (check out the Guy Fawkes-style masks at :40).

After noting the success of associated anti-tobacco campaigns, the spot tells viewers that the fight isn’t over yet when a significant minority of high schoolers still smoke.

The larger effort includes attempts to turn the movement into something like the Human Rights Campaign’s successful 2013 effort to convince all of your friends to replace their Facebook photos with red equals signs.

Will the new campaign convince young people to place Xs over their faces on social or for corporations to donate more money to the group? We can’t be sure.

Side note: former Publicis Kaplan Thaler CEO Robin Koval currently serves as Legacy’s chief; despite the significant drop in tobacco sales in the U.S., she calls the campaign a case of “David going up against Goliath.”

Also worth noting that the spot does not contain a mention of e-cigarettes, which someone tells us are hot with the kids these days.

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Wednesday Morning Stir

-FYI, final entry deadline for the 17th Annual Webby Awards is this Friday, Jan. 25. link

-Mad Men returns April 7 and according to show creator Matthew Weiner, “this season is about Don.” link

-The image above should help explain “Drift Relief,” a project from past and present Grey creative directors Allbriton Robbins (now at Barbarian Group) and Hema Patel. One-hundred percent of the proceeds from the effort will go directly to Jersey Shore relief via Sea Bright Rising.

-Following a review, New York-based agency Stein+Partners Brand Activation was appointed as AOR for Maxwell Systems, which provides management software for the construction industry here in the States. An integrated effort from SPBA is expected to launch in full by Q2 of this year.

-DDB Stockholm is flipping the script on the traditional planning process in that planners no longer brief the creatives. Creatives now brief planners. The agency’s CEO, David Sandström, explains further to Contagious.

-Former Vibrant Media global director of communications, Jonathan Gardner, has joined cloud marketing platform Turn as its first director of comms.