truth: Body Bags

Every day tobacco kills over 1200 people. We asked ourselves, what if Big Tobacco actually saw what this looks like? Enter the Body Bag.We found thousands of body bags owned by NYPD and purchased them to use in our stunt. Over the course of the day we had these body bags delivered to one of the world's largest tobacco companies and piled them up. Then we simply asked all the tobacco executives to take a look.This was the first time we showed up in front of a Big Tobacco office building. The spot set the tone for a lot of truth ads to come. Enjoy.