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Centers for Disease Control and PreventionLIGHT CIGARETTES CAMPAIGNThe Truck ads were developed by CDC and the National Cancer Institute to address the myth that Light cigarettes are less harmful than regular cigarettes. Currently about 80% of cigarettes sold are Lights/Ultra Lights or Low Tar, and we believe that many people who smoke these cigarettes do so under the belief that they are better for them. In addition to the physical harm, the other issue is that some smokers who switch to Lights choose to do so rather than quitting smoking. The “Industry Documents” version of the Truck ad exposes the fact that the tobacco industry confirms that smoking Lights/Low Tar can deliver the same amounts of tar and toxins as regular cigarettes. The “NCI” version of the Truck ad states that the National Cancer Institute confirms the same fact. Otherwise, the two ads are identical. Both versions include a standard tag that directs people to the NCI toll-free quitline, but you can re-tag the ads with your own state quitline number, if desired. For more information about how the Truck ad was developed and tested, click here. The NCI monograph, recent tobacco industry lawsuits, and the tobacco industry’s own admissions that low tar cigarettes do not provide a health benefit have been covered extensively by the media, indicating the newsworthiness of this issue. Thus, we recommend that you consider pursuing earned media opportunities in conjunction with airing the Truck ads. TRUCK INDUSTRY DOCUMENTS (:30 TV)This television ad begins with a woman standing at the end of a long tunnel while two freight trucks rush towards her. The voiceover presents the two trucks as representing light and regular cigarettes, respectively, and notes that you can’t see a difference between the two. The announcer explains that the tobacco industry confirmed that lights can deliver the same amount of tar and toxins as regulars, and prompts smokers to quit while they have the chance. [QYSH 7009 (E-30)] TRUCK NCI (:30 TV)This ad is almost exactly the same as the Truck Industry Documents ad. The only difference is the voiceover which, after noting that you can’t see a difference between the two trucks, continues by explaining that, according to the NCI, smokers who switch to lights can inhale the same amount of tar and toxins as regulars. This spot also ends with the announcer prompting smokers to quit while they have the chance [QYSH 7010 (E-30)] WORLD CUP SOCCER 2002 (:30 TV)This ad has a techno music beat in the background as the ad scrolls through the names of all the countries that participated in the 2002 World Cup Soccer tournament. As the country names scroll past, words linked to sports (e.g., achievement, commitment) flash on the screen. In the end, a message stating that the World Cup is tobacco-free flashes on the screen. [QYSH 6399 (E-30)]
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