#9 Campaign of the 21st Century
The challenge with truth® was in keeping it fresh and provocative twice a year for 13 years. We’d sift through literally millions of tobacco industry documents to find the most damning things the tobacco execs said or did – I still can’t believe those knuckleheads would write some of this stuff down – then we’d make them interesting and different enough to keep millennials from looking away.
400,000 lives saved from 2000-2004 (University of Michigan), presumably more since then
Readers’ choice for Campaign of the Decade (Adweek, 2010)
#9 campaign of the 21st century (Ad Age, 2015)
Singing Cowboy
My friend Roger and I came up with the spot. I wrote the lyrics.
truth found
Whudafxup
Did these with Vice as they were starting up their production arm.
Writers: Me, Mike Howard / CDs: Roger Baldacci, Rob Baird
Writers: Me, Mike Howard / CDs: Roger Baldacci, Rob Baird
Writers: Me, Mike Howard / CDs: Roger Baldacci, Rob Baird
FAIR ENOUGH
We treated Fair Enough as an entertainment property: The world’s first 60-second sitcom. So we did an extended episode on Tivo, made it into a comic strip, and built the print and OOH to look like promotions for a new TV show. It was even reviewed in Entertainment Weekly, Slate, and other entertainment mags.
64-bit playable banner ads
64-bit playable banner ads
64-bit playable banner ads
64-bit playable banner ads
AD: Mike Costello / CW: Marc Einhorn
AD: Mike Costello / CW: Marc Einhorn
AD: Mike Costello / CW: Marc Einhorn
AD: Mike Costello / CW: Marc Einhorn
AD: Mike Costello / CW: Marc Einhorn
AD: Mike Costello / CW: Marc Einhorn
I was the writer on this, not the CD.
The Sunny Side of truth
Unless otherwise noted, I was CD on all this work, along with my co-CDs Tom Adams, and Meg Siegal (who was my partner and CD on all things digital). Many, many talented creatives worked on this account through the years. We won hundreds of awards.