When we started truth® millennials thought that cigarettes were rolled and sold by farmers. Our job was to expose all the secrets of the industry.
This campaign was made at the height of the Great Recession. Jobs were scarce, times were tight, people were desperate. But how desperate?
Do you have what it takes to be a tobacco exec?
Stop me when you’re good.
Are you A.M.P.E.D?
A summary for the award shows.
We brought in 60 job candidates. We also had a real recruiter on hand to help them with their job search after they left our fake recruiter’s office. It was an incredibly elaborate production, but so much fun.
How do you feel about 440K?
A great benefits package, squash, other stuff…
Copy: An award winning smile (and) A brain that can rationalize the fact that your industry's products kill someone every 6.5 seconds Do you have what it takes to be a tobacco exec?
Cop):A thick and luxurious coif (and) The stomach to work in an industry whose products could kill a billion people this century. Do you have what it takes to be a tobacco exec?
Copy: A firm, no-nonsense handshake (and) the stones to say that cigarettes are only as addictive as sugar, salt and internet access. Do you have what it takes to be a tobacco exec?
Online we let kids see if they had what it took to be a tobacco exec by putting them through a series of tests/games measuring their sketchiness. To lose was to win.
Cannes Silver • Art Directors Club Silver • D&AD Wood • One Show Silver, Silver • Kelly Award • Andy Silver • Clio Silver, Bronze • CA Advertising Annual Integrated
This was the first campaign Arnold did without our friends at Crispin.
CD: Me, Meg Siegal / ACD: Mike Costello / AD: Costello, Rob Kottkamp, Eric Stephenson, Meg / CW: Will Chambliss, Gregg Nelson, me