Catmageddon: An Impactful Argument Made by "The Truth" Campaign

Speaking on the relevancy of my past two blogs, being prevention campaigns and advertising, I’ve noticed that “The Truth” campaign against smoking does both of these pretty well.

Every time I see the bright orange screen with funky music, funny situations,  and relevant information, my attention is grabbed and their message sticks to me. The Truth, is a campaign against big tobacco and smoking with the target audience of teenagers. It is clear to me that this campaign has been created to appeal to America’s youth. It gives relevant facts to teenagers while appealing to them through jokes and being part of a revolution.

My attention is grabbed through the campaigns vibicious mood and captivating mean. The commercials have a attractive flow of facts with humorous components. Its hard for me to explain, but can be seen in viewing one of their commercials or even looking at their website: https://www.thetruth.com

I remember some of their commercials appealed to youths through the use of memes, like “It’s a Trap.”

While the depictions don’t scare me to stop smoking, they educate me upon smoking in way that makes me listen. Also, Its obvious that this is meant for youth and not a 40 year old man that doesn’t find a barfing unicorn amusing. (I kind do).

Most recently, I’ve enjoyed their “Prevent CatMageddon” commercials. The commercial humoursly insists that we stop smoking to save funny cat videos. (Slippery Slope). https://www.youtube.com/watch?v=tLtschJxRy8

Another similar commercial appeals to our need to nurture our pets. https://www.youtube.com/watch?v=loLpcd7gqNE

(I insist you watch these, they are both less than 40 seconds long)

   

The commercials employ different perspectives that might appeal to youth through ways that we would respond to. Also, Please make note of the rad music that accompanies the commercial. Every time I hear it, I can’t help but groove a little. This definitely makes the campaign more likable.

Lastly, the campaign is focused on the appeal for affiliation by making anti-tobacco a revolution. Most commercials end with, “Be the Generation That Ends Smoking.” I believe that this aspect makes teens want to be part of this cool group that listens to groovy music and cares about cats by not smoking.

In general, I see that The Truth campaign is an effective ad that gains the likability of youth in ways that appeals to them and gets their attention.