truth: Do you have what it takes?

It’s the worst economy in 70 years. People are out on the street in record numbers. Seems like you might do anything for work, right? Well, would you sell a product that kills its customers when used as directed? This campaign gets to the bottom of that question.

The TV ads feature real people who think they’re coming in for an interview with a corporate recruiter. Of course, it’s really an actor we’ve hired to play the recruiter. And he asks some pretty eye-popping questions. (We did have some real recruiters on hand, so that when we revealed that the interviewees were really taking part in an anti-tobacco TV campaign, and we didn’t really have a job for anyone, we didn’t get beat up.)

The experience was also very robust online. Our biggest feature there gave teens the opportunity to find out if they themselves have what it takes to be a tobacco exec, with a fun series of tests and hypothetical questions in the form of an online recruitment site.