The catchiest song about butts since Sir Mix-a-Lot told people his fondness for derrieres is attached to a new anti-smoking campaign from Truth.
The new Earth Month-inspired creative from the non-profit anti-smoking initiative and 72andSunny Los Angeles is titled ‘Better Butts.’ In it, an animated butt with sunglasses (in underwear) asks a smaller butt what’s wrong. The ‘little butt’ says it feels small and lumpy and wants to be “big and bootiful” instead. The bigger one then says that being different is “an asset” (pun completely intended).
The big butt then goes on to explain, in an original rap from the film by Antfood, that all butts are great, from big to small, round to flat, old to baby, steel buns to squishy tushies. At the end, the small butt asks if all butts are awesome, to which the earth, shaped appropriately like a round butt, says, “Hell no! Have you seen cigarette butts? These (bleeped expletives) are toxic!”
The conclusion is that all butts are better than cigarette butts – which a graphic says are the most littered item in the world.
The campaign calls out the impact that cigarette butts are having on our planet: toxic waste that leaches harmful chemicals into the environment. Plus, they don't break down once tossed, which means they stay wherever they land for a long time.
The animation, by James Curran, and the original rap showcase the fact that the world is full of great butts, but cigarette butts are not one of them.
72andSunny Los Angeles: Truth 'Better Butts'
Chief Executive Officer: Robin Koval
Chief Marketing Officer: Eric Asche
SVP, Marketing: Nicole Dorrler
Managing Director, Marketing: Jasmin Malone
Social Media Manager: Casandra Marburger
Social Media Coordinator: Sharnelle Anthony
Copywriter: Kate Stevens
Graphic Designer: Matthew Liptak
Director of Public Relations: Sarah Shank
Creative Director/Designer: Garrett Jones
Creative Director/Writer: Nate Virnig
Designer: Ben Ng
Writer: Samantha Mintz
Strategy Director: Marc Pardy
Connections Strategy Director: Greg White
Sr. Social Strategist: Renee Vafa
Data Strategist: Fernando Coronado
Jr. Strategist: Kaaya Allotey
Brand Director: Danielle Gard
Sr. Brand Manager: Jourdan Merkow
Brand Coordinator: Monica Lynn
Partnerships and Legal Director: Amy Jacobsen
Partnerships and Legal Manager: Hector Olguin
Partnerships and Legal Jr. Manager: Michelle Fink
Executive Film Producer: Jim Haight
Film Producer: Isaac Karsen
Production Company: Partizan
Director / Animator: James Curran
Production Manager: Leo Green
Animators: James Pierson, Oliver Sin, Aaron Lampert
Original Music & Sound Design by Antfood