Truth Gets Cute, Sings Songs, Introduces MAGIC!

themagicalamount.jpg

"A Magical Amount," by Arnold and Crispin Porter + Bogusky, starts out like a typical Truth ad: cigarette traps, a bullhorn and a bamboozled-looking group of people. Then a unicorn showed up, and there was singing, and...

Wow, just ... wow. Seriously. Wow.

You really have to watch it. The premise is tobacco companies don't want to kill you, but don't want to prevent addiction either, so there's a "magical amount" of nicotine in cigarettes. But tune out the arsenic talk and the animated oxygen mask, and you'd swear it was a superb cereal ad.

by Angela Natividad    Jan-28-08   Click to Comment   
Topic: Cause, Commercials, Good, Television   

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Comments



Comments

No way that black guy is gonna be caught singing and dancing about a magical amount again!?!

Whoo-no!

Did you hear him????

"Seriously," as he glared at his white (read: unhip!) friend at the end of the spot.

B.E.T. levels of racial insight! SPOT-ON!

Posted by: VoxUnpopuli on January 29, 2008 1:11 PM

Dude. Everybody knows white guys are unhip by default. That's why Linkin Park and Eminem are so full of rage.

I feel like somebody's going to pounce on me for saying that because I am neither white nor (obviously) unhip. So I'm going to close with the super-save:

/sarcasm

Posted by: Angela on January 29, 2008 1:17 PM

Was it Arnold or CP+B? The dual credits thing with TRUTH baffles me. I understand how 2 agencies can share parts of a major account, but share a single spot? wft.

Posted by: kevin on January 30, 2008 8:55 PM

We were told to credit both. Guess you'd have to sleuth if you wanted to find out who did what. Hey. Maybe they split the choreography and the music.

Posted by: Angela on January 30, 2008 9:01 PM







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