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.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.