2000: Anti-tobacco campaign Truth unveils ‘Body Bags’ commercial

To celebrate the Ad Club of New York's 120th anniversary, The Drum is inviting readers to share their favorite marketing moments from the past 120 years.

Today’s marketing moment was chosen by Ariel Blakeman, manager of the International Andy Awards. Below, see why the Truth campaign’s ‘Body Bags’ commercial is one of her favorite marketing moments.

It’s no secret that advertising shapes culture and vice versa. And like any art form there is a responsibility to create impactful work that moves people and potentially shapes generations.

It’s also no secret that ‘Body Bags’, the TV spot from Arnold & Crispin Porter + Bogusky, did exactly what it set out to do – reduce teenage smoking and ultimately save their lives.

The Truth campaign had a direct and lasting impact on many of this generation. Not only was it effective but it altered public perception of what advertising can –and should- be.

The origins of the Truth campaign come from Houston Effler Herstek Favat, Boston.

See the full 120 Marketing Moments in the dedicated online section and find out how to purchase the exclusive book.

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Staff Writer

The Drum is a global media platform and the biggest marketing website in Europe. We produce The Drum magazine, 30 awards and events and manage The Drum Network which aims to make independently minded agencies more successful. We also help brands find the right agencies to work with through the Recommended Agency Register (RAR).

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