Truth Initiative Twinkle Twinkle Little Dick – Smoking prevention Ad

Smoking cigarettes are bad. Young people know this because they have been told again, again, and again. And then one more time for good measure. But it’s still not enough. Each year, thousands of young people will pick up their first cigarette and shorten their lifespans by ten years on average. Truth Initiative deliver the facts and truth about smoking in a way that makes them urgent and relevant to young adults (Twinkle Twinkle Little Dick). Our focus is on smoking prevention. We target young adults, ages 18-24, who are open to the possibility of trying or experimenting with tobacco.

In the United States, 78% of 18-24 year-olds are on Snapchat. Known for its disappearing messages and risque content, it was the perfect platform to hit them with our Dick-centric story.

The math was simple. Young people like sex. You can’t have sex if your penis doesn’t work. Cigarettes can make your penis stop working.

By connecting the hard (or not hard) truth about smoking to young people’s romantic desire, we’d cut through the bullshit to shift their perceptions around tobacco.

Credits
Advertising Agency: 72andSunny, Los Angeles, USA
Production Company: HECHO EN 72
Media Agency: Assembly
Music/Sound Company: Butter
Creative Director: Garrett Jones
Designer: Ben Ng
Copywriter: Samantha Mintz
Senior Strategist: Thomas Steiner
Brand Director: Danielle Gard
Brand Coordinator: Monica Lynn
Producer: Ann Parker
Partnerships and Legal Director: Amy Jacobsen
Partnerships and Legal Manager: Hector Olguin
Partnerships and Legal Jr. Manager: Michelle Fink
Vocals: Jesse Herrera
Illustrator: Raghav Arumugam
Chief Executive Officer: Robin Koval
Chief Marketing Officer: Eric Asche
Senior Vice President, Marketing: Nicole Dorrler
Managing Director, Marketing: Jasmin Malone
Manager, Marketing: Cas Marburger
Copywriter: Kate Stevens
Graphic Designer: Matt Liptak
Vice President, Group Director Integrated Communications: David Pinto-Carpenter
Associate Director, Paid Social: Shir Samari
Associate Director, Integrated Communications: Will Flohr

Tags:
Film, United States, Public Interest, NGO, Truth Initiative, 72andSunny, Illustration, Cartoon, Awareness Ads, Creative Ad, Digital Campaign, Assembly, Media Agency, Truth Initiative, Tobacco