Truth "Singing Cowboy"

TRUTH ︎︎︎ SINGING COWBOY

My first foray into the world of advertising was at Arnold Worldwide, where I was hired specifically to work on Truth, the anti-tobacco industry account made possible by the Master Settlement Agreement with Big Tobacco in the 1990s. I saw it as an opportunity to pursue cause-based marketing, and to help stick it to one of the most confounding industries in the world. (What other product kills a third of its customers when used as directed?) One concept I came up with, a Marlboro man character who sings out of the tracheotomy hole in his neck, was made into an Emmy-nominated television spot. "You don't always die from tobacco. Sometimes you just lose a lung."

Watch the "Singing Cowboy" TV spot here.

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