Last night during the #GRAMMYs, the following ad aired as the latest installment of truth’s anti-tobacco campaign, aimed specifically at American youth to “finish” tobacco use in the U.S. and educate about big tobacco.
https://www.youtube.com/watch?v=fcAj3lOyv3s
The ad shows pop stars Fifth Harmony and Becky G. in an over-the-top music video encouraging people to #leftswipedat, or reject Tinder users who are smoking in their photos.
If all of this sounds a little confusing, and if you have no idea what just happened in that video, that’s because this campaign is all about young people. Many of the actors in the commercial are stars from YouTube and Vine, such as Grace Helbig and King Bach, among others, rapping and dancing along to the music.