Hasta La Creative!

72andSunny launched the latest in its ongoing anti-smoking campaign for truth, following its February effort “#CATmageddon” with “#Squadless.” The latest effort is based around research showing that smokers earn an average of 20 percent less than non-smokers. Unfortunately, as with its previous effort, 72andSunny takes the information and builds a logical fallacy around it, making the leap from correlation to causation and assuming ignorance on the part of its audience. That’s especially frustrating when such a leap is wholly unnecessary to its larger point that smoking leaves you with less money to hang out with friends (squadless), since, last time we checked, cigarettes were freaking expensive.

Someone decided to have the narrative delivered musically, via a series of what we might call “raps.” The spot opens with a teenage boy sitting next to his grandfather on the couch, delivering the line “I’m stuck with Pee-Pop, who smells like a foot, while my squad’s at the movies, and they’re seeing something good.” Not really a rhyme, but we know the rules are very loose.

Other suffering “squadless” smokers include a girl who climbs a tree to see a concert and a boy who learns Photoshop skills when broke and stuck in his room.

At least “CATmageddon” had cute cats as a saving grace; this time there’s just bad rapping and elementary Photoshop battle skills. We don’t have any statistics on hand, but we’re guessing most teens who light up hang around friends who also smoke. So while the money-sapping effects of smoking may be a good place to start, the larger message is not really landing for us.

In addition to the spot, which will run during Sunday’s MTV Video Music Awards, 72andSunny once again teamed up with some “social influencers,” including Timothy DeLaGhetto, Lele Pons and Brent Rivera. The campaign will also include a 60-second spot featuring a Diplo track, which will also run during the VMAs. 

Now who wants a smoke?

Credits:
Agency: 72andSunny
Chief Creative Officer: Glenn Cole
Executive Creative Director: Matt Murphy
Group Creative Director: Mick DiMaria, Justin Hooper
Creative Director: Allbriton Robbins
Copywriter: Matt Garcia, Reilly Baker, Drew Burton
Strategist: Alexandra Mathieu
Strategy Director: Kasia Molenda
Group Strategy Director: Scott Jensen
CEO: Robin Koval
Chief Marketing Officer: Eric Asche
Executive Producer: Molly McFarland
Designer: Mindy Benner, Natalie Seitz
Brand Manager: Sarah Donze
Brand Coordinator: Marie Simoni
Brand Director: Kristine Soto
Sr. Social Strategist: Luke Yun
Director of Marketing: Jasmin Malone, Mary Dominguez

Production Company: Hungry Man Productions
Producer: Craig Repass
Head of Production: Jacki Sextro
Executive Producer: Kevin Byrne, Dan Duffy, Mino Jarjoura
Director: Dave Laden
Partner: Kevin Byrne

Music And Sound
Executive Producer: Amy Crilly
Composer: Justin Hori
Arranger: Squeak E. Clean Productions, Inc.

Post Production/VFX
Post Production Company: CUT + RUN
Visual Effects: Jogger Studios
Senior Producer: Matt Moran
Producer: Annabelle Dunbar Whittaker, Ben Sposato
Executive Producer: Michelle Eskin, Rhubie Jovanov
Creative Director: David Parker
Colourist: Mike Pethel

72andSunny launched two new spots in its “Progress Report” campaign for anti-tobacco group truth today, examining recent developments in changing attitudes towards smoking.

One spot (featured above) calls out Camel for not allowing employees to smoke at their desks. It mendaciously conflates allowing smoking indoors to “It’s okay for their customers to smoke…but not their employees?” accompanied by an annoying “mind blown” GIF, employing the kinds of manipulative tactics truth once called out the tobacco industry for. Another spot applauds Syracuse University’s recent decision to become a tobacco free campus, emphasizing that less money on cigarettes means more money for “school supplies.” The spot ends by inviting viewers to sign a petition to ban smoking on their own campuses. Both spots are clearly aimed at a young audience, inspired by Internet culture and targeting short attention spans. That makes sense, since this is the demographic most prone to take up smoking, but it doesn’t make it any easier to watch for the rest of us. And with tobacco companies still wreaking havoc elsewhere in the world, you have to wonder if truth’s efforts would be better spent on targeting these shady practices, rather than focusing on the dwindling appeal of smoking domestically.

Credits:

CLIENT: Legacy
CMO : Eric Asche
VP, Marketing: Nicole Dorrler
Marketing Director: Mary Dominguez
Marketing Brand Manager: Jasmin Malone

AGENCY: 72andSunny

CREATIVE
CCO, Partner: Glenn Cole
GCD: Mick DiMaria
GCD: Justin Hooper
Lead Writer: Beau Unruh
Lead Designer: Allbriton Robbins
Writer: Rebeccca Ullman
Designer: Sarah Herron
Designer: Brianna Lohr

BRAND
Group Brand Director: Judson Whigham
Brand Director: Kristine Soto
Brand Director: Max Kislevitz
Brand Manager: Everette Cooke
Brand Coordinator: Chelsea Gilroy

PRODUCTION
Director of Film Production: Sam Baerwald
Film Producer: Thomas Martin
Film Producer: Esther Perls

BA
Director of Business Affairs: Michelle McKinney
Business Affairs Director: Amy Jacobsen
Business Affairs Manager: Amy Shah

STRATEGY
Group Strategy Director: Matt Johnson
Strategy Director: Kasia Molenda
Strategist: Alexandra Mathieu

PRODUCTION
72Studio
Director: Roberto Serrini
Producer: Jonny Edwards
Production Manager: Michael Bergin

POST-PRODUCTION
72Studio
Editor: Jason Lewis
Executive Producer: Jenn Locke
Post Production Producer: Benjamin Bragg

MUSIC
Syracuse: Dawin: Just Girly Things
RJ: The Grouch & Eligh “Say Eligh! Say Grouch!”
Music Supervisor: Marisa Wasser

Truth is out with a new anti-smoking ad, and it’s a long way from stacking body bags outside the offices of tobacco companies.

“Left Swipe Dat,” created by 72andSunny, features a parade of young pop stars and YouTube personalities singing a novelty song about rejecting people on the dating app Tinder for featuring cigarettes in their profile pictures. Singer Becky G anchors the video, with X-Factor-born girl group Fifth Harmony handling backup. Comedians King Bach and Timothy DeLeGhetto act as hype men. Harley Mortenstein of Epic Meal Time, Grace Helbig of it’sGrace, and AlphaCat each spit a guest verse. There are also cameos from Anna Akana, Jimmy Tatro and Terrence J.

In other words, if you were born before 1992 and don’t spend all of your time on YouTube, it’s exactly the right thing to make you feel old and confused and terrified.

Back in the late ’90s and early ’00s, teenagers smoked even though they knew it was bad for them, because the cool thing to do was not caring that it was bad for them. In fact, this video is exactly the kind of thing that would have made a teenager want to smoke, because a distant slow and painful death would have seemed preferable to the shame of being in any way aligned with such an earnest train wreck of an attempt to make something seem cool or not cool. Teens used to be smart, and dumb, like that. So, putting piles of dead people on screen was, like the other melodramatic but statistically driven scare tactics of the classic Truth campaign, in those days a much better bet.

Now, who knows?

Over-the-top crazy antics, bubblegum pop and exploding rainbows are what the kids are into these days, right? Also smartphones and Tinder? Or is all that stuff passé? It goes almost without saying that any teen anti-smoking message is a good message (assuming it doesn’t send them running in the opposite direction). It’s good, even if it is a bald-faced play to make teens think smoking means they won’t get laid, which is probably pretty scary for a lot of teens, too. Though ostensibly this is also aimed at millennials? Or are they just like overgrown teens? Questions abound.

Some Becky G fans, and Fifth Harmony fans—Harmonizers, as they call themselves—seem to like the clip, when they’re not busy hating it, and each other, for the perceived slight that their preferred stars didn’t get enough screen time. Others seem baffled, too, but they watched, for their idols.

So it maybe the whole thing is pretty sensible. Or maybe it’s better described as Satan-spawned earworm with a heart of gold.

Either way, after watching it, you’ll need a drink.

CREDITS
Client: Legacy
CMO: Eric Asche
VP, Marketing: Nicole Dorrler
Marketing Director: Mary Dominguez
Marketing Brand Manager: Jasmin Malone
Agency: 72andSunny
CCO, Partner: Glenn Cole
GCD: Mick DiMaria
GCD: Justin Hooper
Writer: Rebecca Ullman
Designer: Sarah Herron
Group Brand Director: Judson Whigham
Brand Director: Kristine Soto
Brand Manager: Everette Cooke
Brand Coordinator: Chelsea Gilroy
Chief Production Officer: Tom Dunlap
Director of Film Production: Sam Baerwald
Senior Film Producer: Marisa Wasser
Film Producer: Esther Perls
Director of Business Affairs: Michelle McKinney
Group Business Affairs Director: Amy Jacobsen
Business Affairs Manager: Amy Shah
Group Strategy Director: Matt Johnson
Strategy Director: Kasia Molenda
Strategist: Josh Hughes
Jr. Strategist: Spencer Adrian
Production Co.: DNA
Director: Director X
Partner: David Naylor
Executive Producer: Missy Galanida
Producer: Clark Jackson
DP: Omer Ganai
Casting: David Kang
Art Department: David Courtemarche
Editorial: Arcade Edit
E.P. Managing Partner: Damian Stevens
Executive Producer: Nicole Visram
Post Producer: Kirsten Thon-Webb
Editor: Nick Rondeau
Editor: Dean Miyahira
Assistant: Ryan Andrus
Post: Timber
Creative Directors: Kevin Lau & Jonah Hall
Executive Producer: Chris Webb
Managing Partner: Damian Stevens
Producer: Lauren Loftus
Digital Effects Supervisor: Nick Hiegel
Flame Artist: Miles Kinghorn, Lisa Tomei
Nuke: Josh Bolin, Krystal Chinn, Nick Hiegel
Roto/Tracking: Dylan Holden
Telecine: The Mill
Executive Producer: Thatcher Peterson
Colorist: Gregory Reese
Audio Mix: Lime Studios
Executive Producer: Jessica Locke
Mixer: Dave Wagg
Assistant Mixer: Adam Primack
Composer: Adam Schlesinger
Music and Talent Supervision: Jash
Executive Producer: Doug DeLuca
Executive Producer: Daniel Kellison
Executive Producer: Mickey Meyer
Executive Producer: Ty Braswell
Producer: Nick Veneroso
Producer: Celeste Hughey

Produit par la société Nexus Production, voici le nouveau clip réalisé par Clemens Habicht pour le morceau Truth du célèbre groupe Bloc Party. Avec l’utilisation de fumées de couleurs vives, les membres du groupe évoluent en slow motion sur la musique de leur nouveau single. A découvrir en vidéo dans la suite de l’article.