It Took Big Tobacco 11 Years to Make This Ad. Have You Seen it?
Big Tobacco is the worst. They are lying, cheating, money hungry sons of bitches. They were actually forced to run ads that told the truth and you probably didn’t see them. This collaboration with our friends at Mic.com is the answer to their scheming, systematically dishonest behavior.
truth is known for keeping a very tight grip on how they present themselves as a brand, so we worked tirelessly to come up with a look that would pass muster with not just truth and mic.com, but also their agency of record, 72andSunny.
This video has been Mic’s best-performing video to date, of all the videos they have produced. So far, it has racked up over 1.3 million views and over 16,000 shares on Facebook alone. SHARE THIS VIDEO.
We’re grateful to have worked on this important project as an animation production company. It won the Online Marketing Media and Advertising Award (OMMA) for content marketing: single execution in the online advertising creativity category! Read more here.
Initial Look Development
We did four look explorations before our clients settled on the final art direction. The basic concept for the approach below is based on the relationship between truth and lies. The faint unreadable text underneath suggests an alternative narrative. The strikethrough line is elusive, weaving between the letters to conceal and reveal.
The chosen typeface here is FF Mark. It’s a modern Germanetric take in the tradition of the great modern typefaces like Futura, Grotesk. Its design is bold, precise, perfect for matter-of-fact messaging. We also dig the fact that the perfect strokes look like bending cigarettes.