TRUTH INITIATIVE - AStressMR

TVC / SOCIAL / WEBSITE

As a follow up to our Breath of Stress Air campaign,we wanted to double down on the fact that the thing Gen Z thinks is chilling them out (their vapes) is actually stressing them out.

So we created AStressMR, fully looping videos that combined the can’t-look-away nature of ASMR, with the stressful vibes from your vape.

They’re the only vaping ads you’ll want to watch 30 times in a row!

Vaping Nicotine, It’s a Breath of Stress Air.

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CREDITS:
Creatives: Brian Marcolini
Leadership: Taylor Marsh
Strategy: Nitin Dua, Rachelle Avila
Made in collaboration with Strange Beast
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