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72andSunny channel Admiral Akbar in latest campaign

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72andSunny has used a barrage of internet memes in its latest piece of work for anti-smoking organisation Truth. The “It's a Trap” spot reveals the deceit and danger behind social smoking, sheesha smoking and cigars, with some help from such internet celebrities as “Overly Attached Girlfriend,” “ErmahGerd Girl,” and the “Puking Rainbows” unicorn. In fact, the only meme noticeable by its absence is the one involving the origins of the “It's a Trap” phrase, but something tells us that now Disney own the Star Wars franchise, it'll be a cold day in hell before Admiral Ackbar makes his way into a PSA without a hefty pay day.

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Since its first work last year, Truth and 72andSunny have seen a 1% decline in teen smoking, down from 9% to 8%. However, the battle is far from over, as many as one in four teens today say they think social smoking (meaning to smoke only at the weekends or at parties with friends for example) poses no risk to their health. Which is obviously not true at all. The work is a continuation of the “Finish It” campaign, which empowers smokers and non-smokers alike to make this generation of teenagers the generation that ends tobacco use by giving teens the facts about smoking. The ad follows “Finishers 2.0,” which premiered on the Teen Choice Awards earlier this month to introduce the dangerous realities of alternative forms of smoking.

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72andSunny use internet memes in its latest spot for anti-smoking organisation Truth and MMA fighter Rondy Rousey in new campaign for fast food chain Carl's Jr

In related news, 72andSunny also recently unveiled the latest spot for fast food chain Carl's Jr. Though the recent spots for the brand typically featured glamour models in various stages of undress, 72andSunny have taken the brand message in a completely fresh direction with the latest campaign, by instead using MMA champion (and sports star of the moment) Ronda Rousey to sell their rather tasty looking breakfast sandwiches. Titled “Winning Combination,” the campaign seeks to answer the age-old question; “What is the breakfast of champions?”

The agency tapped the UFC bantamweight champion to introduce the all-new Cinnamon Swirl French Toast Breakfast Sandwich, the kind of breakfast meal you truly only find in the USA, with eggs and sausage meat sandwiched between two cinnamon rolls. It looks like diabetes in a bun but it also (quite frankly) looks like heaven, and that's OK. Fresh off of an impressive, and record-breaking, championship win and set to star in a film based on her own autobiography, this is the first major commercial Rousey has put her brand behind. The ad focuses on both the fighter's tough side (she is a championship fighter) and her sweet side (despite being hard as nails, she's also notoriously pleasant), which represents the contrasting savoury and sweet flavours of the artery clogging sandwich. We want one. Now.

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