The Truth Profiles by Arnold Use Exact Words from Tobacco Company Documents

By: Laura McQuarrie - Published: Jun 21, 2014 • References: arn & winnersnneslions
Arnold Worldwide's 'Truth Profiles' were created as a response to private documents leaked by the Supreme Court revealing some unbelievable statements about certain groups of people. The documents from 1991, 1995 and 1989 revealed statements saying terrible things like: "Women lack control over their lives," "Blacks have low self esteem" and "Gay people are scum." Now, instead of letting these tobacco companies continue to profit while saying these kinds of awful things behind closed doors, Arnold Worldwide created a series of mock advertisements, exposing the truth of how some tobacco companies view customers.

The mock advertisements make use of the exact words from the leaked documents, throwing the words back at Big Tobacco and as a result, Arnold's Truth Profile advertisements were recently awarded Bronze at Cannes Lions 2014. Stats for Mock Tobacco Ads Trending: Older & Average
Research: 968 clicks in 100 w
Interest: 0.9 minutes
Concept: Truth Profiles
Related: 52 examples / 40 photos
Segment: Neutral, 18-35
Comparison Set: 19 similar articles, including: smoking furniture ads, boozy artisan toothpicks, and tobacco-flavored vodkas.