As the first and second jumpers bounce skyward, they open their prize, spraying a liquid blast into their mouths. For the third jumper, though, the can explodes, obliterating him in a ball of flames. Presidential candidates aren't the only ones pushing negative campaigning tactics to new extremes these days. It's the most money ever dedicated to a national antismoking effort. But what distinguishes the new ads most is their confrontational attitude.
Research shows that teens respond best to ads that directly attack the tobacco industry.
Clearly, the stakes are high. Most smokers start in their teens. The study said the ads had little effect on older teens. Advertising executives say there are some basic do's and don'ts for developing antitobacco spots. That's where art comes in.