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truth “Unsweetened truth” 2011

truth “Unsweetened truth” (2011) is a truth commercial directed by Baker Smith for Arnold Worldwide, produced by Harvest. It won 2 awards, including LIA 2011 Silver — TV/Cinema/Online Film / Public Service/Social Welfare and AICP Show 2011 Honoree Original Music.

A parade float with people in hospital gowns and disfigured faces sings about candy flavors, revealing the sweet taste of tobacco masks its deadly effects.

Video: truthorange on YouTube

Shot by shot

  1. A high-angle shot captures a busy street intersection with cars and pedestrians, as a parade float passes by on the right.© truth0:00
  2. A parade float resembling a giant cake with lollipops and fruit moves down a sunny street, with people in white outfits on top and a man walking alongside.© truth0:03
  3. A young Black woman in sunglasses and a black top holds a phone and looks surprised on a sunny city street.© truth0:06
  4. A young Black woman in sunglasses and a black top holds a phone and looks surprised, standing on a sunny city street with other people.© truth0:06
  5. A woman in a hospital gown sits on a parade float decorated with oversized fruit and a lollipop, looking up and waving.© truth0:07
  6. A Black woman with long black hair and hoop earrings looks surprised, mouth open, in an outdoor setting with a building in the background.© truth0:10
  7. A Black woman with dark hair and a light brown hoodie looks to the right, gesturing with her hand, in an outdoor setting.© truth0:10
  8. A close-up shot shows an older Black person lying in a hospital bed, wearing an oxygen mask, with their eyes closed.© truth0:11
  9. A woman with a tracheostomy tube in her throat is seen in a closeup shot, wearing a hospital gown and a gold necklace.© truth0:15

Stills © truth. Made by Arnold Worldwide, Harvest and Baker Smith.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Sweet-sounding candy flavors sung by disfigured people on a parade float.

Tagline: “Meet the singers at thetruth.com”

ironic contrastshock valuemusical numberparade floatdisfigured peoplepublic awareness campaign

The cut

Length
31 s
Shots
11
Average shot
2.8 s

What creatives use truth “Unsweetened truth” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of truth “Unsweetened truth”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A high-angle shot captures a busy street intersection with cars and pedestrians, as a parade float passes by on the right.© truthA parade float resembling a giant cake with lollipops and fruit moves down a sunny street, with people in white outfits on top and a man walking alongside.© truthA young Black woman in sunglasses and a black top holds a phone and looks surprised on a sunny city street.© truthA young Black woman in sunglasses and a black top holds a phone and looks surprised, standing on a sunny city street with other people.© truth
    Frames from truth “Unsweetened truth”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of truth “Unsweetened truth” in order, with its length, framing and what happens in it.

    A high-angle shot captures a busy street intersection with cars and pedestrians, as a parade float passes by on the right.© truthA parade float resembling a giant cake with lollipops and fruit moves down a sunny street, with people in white outfits on top and a man walking alongside.© truthA young Black woman in sunglasses and a black top holds a phone and looks surprised on a sunny city street.© truthA young Black woman in sunglasses and a black top holds a phone and looks surprised, standing on a sunny city street with other people.© truthA woman in a hospital gown sits on a parade float decorated with oversized fruit and a lollipop, looking up and waving.© truthA Black woman with long black hair and hoop earrings looks surprised, mouth open, in an outdoor setting with a building in the background.© truth
    Length: 31 s · Shots: 11 · Average shot: 2.8 s

  3. 03Ad ideas: every spot built on a ironic contrast

    Before you present an idea, you need to know who has done it, and how.

    truth “Unsweetened truth” is built on a ironic contrast. Search the library by idea to see every spot that uses it.

    Burger King “As Good as the Original”© Burger KingManscaped “Hair Ballad”© ManscapedGoldfish “Chilean Sea Bass”© GoldfishReporters Without Borders - The First Speech “Turkey”© Reporters Without Borders - The First Speech
    Burger King · Manscaped · Goldfish · Reporters Without Borders - The First Speech

More commercials by Baker Smith

  • Toyota Tacoma "Girlfriend" (2004) commercial still© Toyota TacomaToyota Tacoma “Girlfriend” 2004Dir. Baker Smith · Saatchi & Saatchi Los AngelesCannes Lions Gold 2004
  • Johnnie Walker "Fish" (2003) commercial still© Johnnie WalkerJohnnie Walker “Fish” 2003Dir. Baker Smith · Bartle Bogle HegartyBritish Arrows Gold 2003
  • Fox Sports "Lightning" (2002) commercial still© Fox SportsFox Sports “Lightning” 2002Dir. Baker Smith · Cliff Freeman & PartnersDGA Awards 2002
  • Hollywood Video "Don" (1999) commercial still© Hollywood VideoHollywood Video “Don” 1999Dir. Baker Smith · Cliff Freeman & PartnersCannes Lions Gold 1999
  • Fox Sports Net "Fish" (2004) commercial still© Fox Sports NetFox Sports Net “Fish” 2004Dir. Baker Smith · TBWA\Chiat\DayClio Awards Bronze 2004
  • Nike "Tennis" (1998) commercial still© NikeNike “Tennis” 1998Dir. Baker SmithD&AD Wood Pencil 1998

More from Arnold Worldwide

  • Progressive Insurance "Dr. Rick" (2024) commercial still© Progressive InsuranceProgressive Insurance “Dr. Rick” 2024Dir. Martin Granger · Arnold WorldwideNew York Festivals Gold 2025
  • Progressive "Dr. Rick" (2023) commercial still© ProgressiveProgressive “Dr. Rick” 2023Dir. Martin Granger · Arnold WorldwideThe One Show Gold 2024
  • Barclays "While America Sleeps" (2022) commercial still© BarclaysBarclays “While America Sleeps” 2022Arnold WorldwideClio Awards Gold 2022
  • truth "Poop vs Pee" (2013) commercial still© truthtruth “Poop vs Pee” 2013Dir. Henry-Alex Rubin · Arnold WorldwideClio Awards Gold 2013
  • Volkswagen "Bubble Boy" (2004) commercial still© VolkswagenVolkswagen “Bubble Boy” 2004Dir. Mike Mills · Arnold WorldwideThe One Show Gold 2003
  • Volkswagen of America "Squares" (2003) commercial still© Volkswagen of AmericaVolkswagen of America “Squares” 2003Dir. Malcolm Venville · Arnold WorldwideThe One Show Gold 2003

Award-winning public service & ngo commercials

Questions

Who directed the truth “Unsweetened truth” commercial?

Baker Smith directed it, produced by Harvest, for the agency Arnold Worldwide.

Which agency made truth “Unsweetened truth”?

Arnold Worldwide created it for truth (2011).

What awards did truth “Unsweetened truth” win?

2 awards, including LIA 2011 Silver — TV/Cinema/Online Film / Public Service/Social Welfare and AICP Show 2011 Honoree Original Music.

What is the tagline of truth “Unsweetened truth”?

“Meet the singers at thetruth.com”

Sources for the credits and awards

aicpawards.com2011.liaentries.com