VIDEO: New Spots Target Big Tobacco's Use of Social Media & More

[Frank W. Baker]

Finishers is the title of the latest LEGACY anti-tobacco spot (which I saw first inside a movie theatre).

AdWeek reports: The campaign's launch ad, "Finishers," positions smoking as a relic of a bygone era. Set to the song "Revolusion" by Swedish performer Elliphant, the ad opens with the message, "In 2000, 23 percent of teens smoked. Today, only 9 percent of teens smoke. That's less than the number of VHS tapes sold in 2013. Its less than the number of landlines still in use. But the fight isn't over."

The spot briefly briefly skewers the marketing tactics of tobacco companies—which had been the focus of previous campaigns from Arnold and Crispin Porter + Bogusky—before moving on to the message, "We have the power. We have the creativity. We will be the generation that ends smoking. Finish it."

Beyond TV ads, the effort, which aims to reach 15 to 21-year-olds, include digital and cinema ads.