Truth | Eyeballs
In 2001, Truth had a slight problem. Younger teens found the overall tone of the brand to be too preachy. So, this campaign didn't mention shredded memos or Big Tobacco's dirty tricks. This campaign simply reminded young teens in a fun and odd way that Truth exists to help them - not preach at them. And that - Truth. Is Knowledge. Is Power.

Creative Partner & Copywriter: Steve O'Connell