Every year, 30 million children lose their mother's to tobacco. To illustrate that point, the latest Truth campaign will show melting moms made of ice. The campaign starts January 22.

The poster of this Google Video noted, "We like ads that make a point. Sadly, so many don't and simply waste people's time of don't garner attention at all. This Truth campaign ... all » street ad (created by Crispin Porter + Bogusky...) consists of ice sculptures resembling pregnant women with plastic babies embedded in their bellies placed on street corners which, throughout the day, melt away leaving only the baby. A placard next to the sculptures reads, "Over 30 million children lose their moms to tobacco every day." Powerful. Of course one does have to question the effectiveness of an ad that takes hours to make its point. Oh wait, they've conveniently crammed the whole process into a :30. Smart thinking CP+B. The spots break January 22"