Big Tobacco dedicated big budgets and several decades to target teens. Target Market, a youth-lead movement, battled the tobacco industry and exposed its lies, deceit and manipulation. Their message? “They won’t tell you the truth, so we will.” To produce the spot below, our talent kindly endured 4 hours of makeup for 60 seconds of glory. (Creative Director | Writer)
Shortly after the spot below aired, Philip Morris quietly removed “Veni Vidi Vici” from its Marlboro packages in the U.S. When asked if the Target Market commercial lead to the decision, the tobacco company giant replied, “No comment.” In the end, three little words rendered them wordless.
We created the spot below exclusively for the Academy Awards. It ran only once.
The radio campaign, humbly, won a Radio Mercury Award.