13,698 people die every day from tobacco.
Instead of making a Super Bowl commercial, Truth will buy a ticket for every person who will die that day, and leave the seats empty. This vacant section would be broadcast throughout the game, earning more impressions than any traditional spot ever could.
- Project Roles
- Crispin Porter + Bogusky
- Conceptual, Copywriting
- Commercials - Broadcast, Unscripted TV
- Project Industries