The last piece of creative we produced for the Florida Tobacco Pilot Program (Truth) in 2000.
Objective: Demonstrate to teens that their rebellious notion to smoke was actually secretly engineered by middle-aged, corporate white guys. Sure, faux movie trailers are now a well-worn ad device. But I think this is an effective head fake and I'm proud to say that this cinema spot came out precisely the way I wrote it (word for word) and was edited precisely the way Paul Keister and I boarded it (scene for scene). Directed by Phil Joanou. Edited by Jeff Sternberger and Paul Norling.

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