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Action on Smoking and Health
A National Legal-Action Antismoking Organization Entirely Supported by Tax-Deductible Contributions
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"Truth" Airs Wickedly Clever Parody During Super Bowl Breaks [02/03-3]
Excerpts from: During Breaks in Game, Satire and Silliness
By STUART ELLIOTT NY
Times [02/03/04]
Click Here to View Actual Commercial
Contrast that witless waste of $2.3 million with the wickedly clever parody
offered by the American Legacy Foundation, which sponsors the "Truth" antismoking campaign. The spot deftly mocked the campaigns from tobacco marketers
belatedly conceding the unhealthful effects of cigarettes by presenting an apologist
for an imaginary company that makes ice pops laced with shards of glass.
"At Shards O' Glass Freeze Pops, we now agree there's no such thing as a safe glass freeze pop," the spokesman says in a smarmy voice. "The only proven way to reduce health risks from our glass pops is to not eat them."
The commercial sent viewers to a satiric Web site, www.shardsoglass.com, and concluded with this smug admonition: "And remember, Shards O' Glass Freeze Pops are for adults only." That humorous high note of the Ad Bowl in the Super Bowl was hit by Arnold Worldwide, part of the Arnold Worldwide Partners division of Havas, and Crispin Porter & Bogusky.
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