Rethink Butts PSA Exhibit

Rethink Butts PSA

This PSA by The Butler Bros. and Psyop for Legacy reframes cigarette butts as toxic waste.

Cigarette butts are loaded with chemicals. When they are tossed onto the sidewalk or the grass, those chemicals seep into the ground, contaminating water and poisoning wildlife. This PSA for Legacy and Leave No Trace aims to forever alter the perception of butts as mere litter, and replace it with a vision of toxic waste. The ad opens with a close-up of an oozing superfund site, but allows us to comfortably assume that it’s nowhere nearby. But a zoom-out reveals that this environmental disaster is right under our feet. The spot launched with a New York Times article and drove a lively online conversation about the best way to dispose of butts.

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