Truth: Left Swipe Dat

TheTruth.com is taking on a serious issue with a little bit of comedy. 72andSunny created a Tinder-themed anti-smoking music video for truth entitled “Left Swipe Dat” featuring all sorts of “YouTube celebrities”. Gone are the days of trying to shock teens with images of charred lungs and wrinkled skin. Instead the modern message is shifting away from shock and moving to shame. By flipping the script smoking has become the thing that makes you not cool and less desirable to potential mates. Pop Stars Becky G and Fifth Harmony are joined by internet influencers (Terrence J, King Bach,Grace Helbig, Harley Morenstein, Jimmy Tatro, Timothy de la Ghetto, Alphacat Anna Akana, actress) that if you don’t know it probably just means you’re too old. Borrowing from traditional music video set ups Left Swipe Dat throws a nod to internet memes as it lampoons the genre and attempts to have a little fun while spreading a positive message. Timber had a great time piecing the final picture together and making some super fun and campy backgrounds. DNA director, Director X and Arcade Edit’s Nick Rondeau did a great job bringing this video to life.

Client: Legacy
CMO: Eric Asche
VP, Marketing: Nicole Dorrler
Marketing Director: Mary Dominguez
Marketing Brand Manager: Jasmin Malone
Agency: 72andSunny
CCO, Partner: Glenn Cole
GCD: Mick DiMaria
GCD: Justin Hooper
Writer: Rebecca Ullman
Designer: Sarah Herron
Group Brand Director: Judson Whigham
Brand Director: Kristine Soto
Brand Manager: Everette Cooke
Brand Coordinator: Chelsea Gilroy
Chief Production Officer: Tom Dunlap
Director of Film Production: Sam Baerwald
Senior Film Producer: Marisa Wasser
Film Producer: Esther Perls

Production Co.: DNA
Director: Director X
Partner: David Naylor
Executive Producer: Missy Galanida
Producer: Clark Jackson
DP: Omer Ganai

Editorial Company:
Arcade Edit
E.P. Managing Partner: Damian Stevens
Executive Producer: Nicole Visram
Post Producer: Kirsten Thon-Webb
Editor: Nick Rondeau
Editor: Dean Miyahira
Assistant: Ryan Andrus

Design/ Visual Effects, Timber
Creative Directors: Kevin Lau & Jonah Hall
Executive Producer: Chris Webb
Managing Partner: Damian Stevens
Producer: Lauren Loftus
Digital Effects Supervisor: Nick Hiegel
Flame Artist: Miles Kinghorn, Marguerite Cargill, Dave Stern, Chris Homel
Nuke: Josh Bolin, Krystal Chinn, Nick Hiegel, Julie jang,
Roto/Tracking: Dylan Holden