Truth Campaign Stretches Truth Again

OK, OK. We get it. Big tobacco company's suck but trying to apply old demographic assumptions tobacco companies may have made about African Americans in the past to today's African Americans is stretching it a bit but that's the premise of the latest Truth campaign Whadafxup spot. While we dig Truth spokesman Derrick Beckles' new look as he interviews MTV's Nick Cannon, these spots continue to grate.

We're not defending tobacco companies but we're sure if a little digging was done, every company would be guilty of some sort of stereotyping of its audience. After all, marketing isn't about individuality (yet) and the purpose of demographic targeting is to categorize, label and assign certain attributes whether or not those labels correctly reflect the actual brand's customer.

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Tags: campaign, commercial, truth
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Comment by Kevin Glennon on May 12, 2007 at 12:58am: Does it bother anybody that TheTruth basically pays premiums to reinvent itself every six months? Shardsoglass, spookyworld (or whatever), and always doing the same thing over and over, with absolutely no ability to go back to successful points, nor the ability to continue the momentum any campaign has started???

Let's face it -- the folks working on TheTruth as as focused on making money as Big Tobacco. The only difference between the two is that at least the cigarette companies said that profits were more important than people up front.