truth(R), the largest national smoking prevention campaign for youth, launched a new campaign on August 28, called "Labels," during the MTV Video Music Awards. Set outside a supermarket, the ad
features grocery carts overflowing with assorted goods. Similar to a game show, we see a giant clock and a sign above it that reads, "The Ingredients Game." A truth(R) youth hosts the game and
invites people to find the product that does not list ingredients. Contestants dig through the carts until the winner finds a pack of cigarettes. The host announces the winner and says, "Cigarettes
kill a third of the people who use them, but unlike other products, they don't need to list the ingredients on the label. Welcome to Crazyworld."
