Do you have what it takes to be a tobacco executive?

Truth, a campaign of the American Legacy Foundation, is raising awareness of the impact of tobacco companies on the American public with an advertising campaign focusing on the career of tobacco executive.

Tobacco Executive Lecture Hall

Lecture Hall

Looking for a sick career right out of college? How about one in an industry whose products could potentially kill one billion people in the 21st century? Sick enough for you?

Click on the image below to play the video.

Customer Service

Cancer on line two. Answering customer service calls is tough. Especially when 8 million of your customers are living with illnesses due to your products. But hey, it could be worse. You could be on the other end of the phone.

Click on the image below to play the video.

See other Hidden Camera Interviews: Acronym, Big Business, PR, The 5th, Web Phone.

Print ads for the campaign graphically illustrate the consequences of the selling of a deadly product. The ads depict laboratory jars containing organs and body parts, with labels explaining the contents such as, “The stones to say that cigarettes are only as addictive as sugar, salt and Internet access.” In the lower right hand corner appears the question: “Do you have what it takes to be a Tobacco Executive?” Four different print layouts will appear in magazines popular with the truth® campaign’s target audience, including Alternative Press, TransWorld Snowboarder & Skateboarder and Rides.

Truth Smokeless Poster

Truth Brain Poster

Truth Stomach Poster

Truth Stones Poster


The Tobacco Executive campaign was developed at Arnold Worldwide, Boston, by chief creative officer Pete Favat, creative director John Kearse, art directors Eric Stephenson and Rob Kottkamp, copywriters Gregg Nelson and Will Chambliss, agency producer Carron Pedonti, and assistant agency producer Liz Cost.

Filming was shot by director Henry-Alex Rubin via Smuggler, New York/LA, with producer Drew Santarsiero, directors of photography Matthew Woolfe and Jonathan Furmanski.

Editor was Aaron Langley at Cosmo Street Editorial with executive producer Amy Febinger.

The print campaign used images by photographer Martin Sigal, with producers Diane Brito and Kathy McMann.