truth's television commercials (with their low-tech documentary style) portray the organization as a hip, underground, grassroots, and guerilla movement. Utilizing methods of street theater and flash mobs, their commercials have focused on public performances to shock passersby with the "truth" of big tobacco.
By utilizing the very aspects that have made smoking cool, truth has actually made smoking uncool. They knew the target audience they had to reach, and they understood what ideals made smoking cool in the first place. This is great marketing at work.