Building off of our successful 2025 Outsmart Nicotine campaign for Truth (an Effie’s Finalist!), we set out to target people who haven’t considered quitting before in 2026. We wanted to expose the loop that nicotine traps people in. The idea that the very thing they’re using for stress relief (vapes, cigs, zyn), is what’s causing the stress. Over time, that stress and anxiety compounds and gets worse. EX Program by Truth Initiative offers a way out.
We worked with SixTwentySix directors Plummer/Strauss to create six unique spots. Three that show the compounding stress over time, and three that show how people are drawn to their nic as second nature, like being magnetically pulled across a room.
Role: ACD | CD: Itai Inselberg | Producers: Nadya Grace, Casey Matis | Directors: Justin Plummer & Martin Strauss | DP: Casey Stolberg