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Truth: Better Butts by 72andSunny Los Angeles

Client: Truth
Date: Apr 2018
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A new Earth Month-inspired creative from the non-profit anti-smoking initiative Truth and 72andSunny Los Angeles is titled ‘Better Butts.’ In it, an animated butt with sunglasses (in underwear) asks a smaller butt what’s wrong. The ‘little butt’ says it feels small and lumpy and wants to be “big and bootiful” instead. The bigger one then says that being different is “an asset” (pun completely intended).

The big butt then goes on to explain, in an original rap from the film by Antfood, that all butts are great, from big to small, round to flat, old to baby, steel buns to squishy tushies. At the end, the small butt asks if all butts are awesome, to which the earth, shaped appropriately like a round butt, says, “Hell no! Have you seen cigarette butts? These (bleeped expletives) are toxic!”

The conclusion is that all butts are better than cigarette butts – which a graphic says are the most littered item in the world.

Credits

Client: Truth

Chief Executive Officer: Robin Koval

Chief Marketing Officer: Eric Asche

SVP, Marketing: Nicole Dorrler

Managing Director, Marketing: Jasmin Malone

Social Media Manager: Casandra Marburger

Social Media Coordinator: Sharnelle Anthony

Copywriter: Kate Stevens

Graphic Designer: Matthew Liptak

Director of Public Relations: Sarah Shank

72andSunny Team

Creative Director/Designer: Garrett Jones

Creative Director/Writer: Nate Virnig

Designer: Ben Ng

Writer: Samantha Mintz

Strategy Director: Marc Pardy

Connections Strategy Director: Greg White

Sr. Social Strategist: Renee Vafa

Data Strategist: Fernando Coronado

Jr. Strategist: Kaaya Allotey

Brand Director: Danielle Gard

Sr. Brand Manager: Jourdan Merkow

Brand Coordinator: Monica Lynn

Partnerships and Legal Director: Amy Jacobsen

Partnerships and Legal Manager: Hector Olguin

Partnerships and Legal Jr. Manager: Michelle Fink

Executive Film Producer: Jim Haight

Film Producer: Isaac Karsen

Production

Production Company: Partizan

Director / Animator: James Curran

Production Manager: Leo Green

Animators: James Pierson, Oliver Sin, Aaron Lampert

Original Music & Sound Design by Antfood