The âTruthâ anti-smoking campaign for The American Legacy Foundation, created by Havas’ Arnold in Boston, shows actual job seekers in hidden-camera interview situations. The job seekers are asked how they would handle the pressures of tobacco-industry decision-making and their answers and reactions are worth public attention.
In one spot, a job candidate is asked what he would do if an article came out that said the company’s product “could potentially kill 1 billion people this century.â The job seeker, after a long pause, asks: “What is that, like 17 percent of the world’s population?”
In another spot, one candidate is seen disgusted by the fact that the interviewer proudly showed off the industry’s $13 billion domestic marketing investment for a product that “kills 5 million annually.”
The âtruthâ campaign is all set to grab the attention of the viewers, with its unique features. One interesting fact is that the agency had two real recruiters on site, with a view to be true to the participants, who were lured by a âfakeâ recruiter’s ad on Craig’s List.
Via: Ad Week
