The text "We created a commercial to show the truth about how Big Tobacco shapeshifts to target Oklahomans" appears early on.

The video shows a behind-the-scenes look at a commercial shoot. Silhouettes of people are projected onto a large screen, with dramatic lighting. The editing is fast-paced, interspersing shots of the set with close-ups of text overlays. The overall mood is serious and informative.