The truth campaign is dedicated to ending smoking among teenagers, and in 2015, connecting with teenagers requires a working knowledge of Internet culture. For that reason, truth has recently launched several videos centered around online video stars and image macros, and its latest series is no different. It has launched the #BigTobaccoBeLike campaign, in which Vine stars imagine the ways the tobacco industry celebrates its massive profits.
The first #BigTobaccoBeLike ad features Viner Jerry Purpdrank, who has more than 8.6 million followers on Twitter’s six-second video platform. In the first half of the video, Purpdrank gives an excuse for “social smoking,” saying “it’s strawberry flavor, bro.” He then cuts to his impression of a tobacco executive, who is making it rain. The point is a simple one: No matter why you smoke, Big Tobacco gets paid.
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Several more #BigTobaccoBeLike spots, starring Viners like Logan Paul, AlliCattt, and Christian DelGrosso, are also part of the campaign. Truth plans to air the 15-second videos during episodes of The Walking Dead on October 4th and 11th.
Some critics may criticize the new #BigTobaccoBeLike videos for unsubtly pandering to their target audience; the campaign’s hook is taken from a popular Vine conceit. Truth’s last meme-filled PSA received a lot of negative feedback, both within YouTube comments and on Reddit. At the same time, however, there’s ample evidence suggesting truth’s ads work. In the first two years after the campaign’s launch, it was responsible for 22% of youth smoking declines, according to a study in the American Journal of Public Health. And its online video campaigns often receive massive view counts and exposure; its “Left Swipe Dat” music video, for example, has gained millions of hits on YouTube.
Given its connection to Vine stars, #BigTobaccoBeLike should roll up plenty of views as well. For that reason, like them or not (and really, aren’t they kind of fun?), don’t expect truth’s meme-ified videos to go away any time soon.
