Hasta La Creative!

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.

New Career Opportunities Daily: The best jobs in media.

Nearly a month to the day that we reported that Joshua Hirsch was leaving Big Spaceship after 11 years of service to possibly assume a senior-level technology post at Publicis Kaplan Thaler in mid-August, the latter agency has finally made it official. Like clockwork. Unfortunately, Hirsch won’t be bringing his catchy “Minister of Technology” title he held at BS with him to PKT, but instead joins the latter agency in the more traditional role of EVP/chief technology officer. As you’d expect, he’ll be leading Publicis Kaplan Thaler’s technology and innovation practice out of the agency’s New York HQ.

Hirsch’s new boss, PKT CEO Robin Koval, says in a statement, “Today, technology informs the creative process as never before, and Joshua will help provide our clients with an unprecedented level of innovation. Joshua is a proven leader with a significant track record of developing impressive front-edge solutions, and we couldn’t be more pleased to have him join us. We expect to do truly innovative and industry-leading work together – work that continues to lead the change for our clients.”

As previously mentioned, Hirsch spent well over a decade at DUMBO-based Big Spaceship, beginning as the digital shop’s sole coder before eventually moving up to partner and dubbing himself, yes, “Minister of Technology.” Frankly, we miss the hair.

New Career Opportunities Daily: The best jobs in media.