American Legacy Plots Super Bowl Play

BOSTON-The American Legacy Foundation and Arnold Worldwide are in late-stage negotiations with CBS to place advertising from the Foundation on the Super Bowl, according to sources close to the situation.

American Legacy is not looking to air the well-known “Truth” campaign that seeks to dissuade young people from smoking. Rather, the client hopes to unveil a “corporate” campaign designed to educate Americans about the Foundation’s various programs and its research and educational activities, sources said.

William Furmanski, a spokesman for American Legacy in Washington, D.C., and an Arnold representative both declined comment. CBS could not be reached late Tuesday. At press time, sources said the position and number of spots, as well as pricing, were still being worked out. Past ads in the “Truth” campaign, some featuring body bag imagery, have generated considerable controversy, and CBS may also be seeking assurances that the client’s corporate spots are appropriate for the mass Super Bowl audience, sources said.

Arnold already has spots for two major clients, and Volkswagen of America, airing on the Jan. 28 Super Bowl XXXV telecast.

American Legacy was formed in Nov. 1998 following the Master Settlement Agreement between 46 state attorneys general and the major tobacco companies. Funded through that settlement, the nonprofit group is dedicated to reducing tobacco usage and promoting “smoke-free generations.” Boston-based Arnold, teaming with Crispin Porter & Bogusky of Miami, added the client’s $150-225 million advertising assignment in September 1999 following a review.

–David Gianatasio Adweek