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DoH Anti-Smoking Campaign
NHS Anti-Smoking Campaign Get Unhooked
Miles Calcraft Briginshaw Duffy
TV/Cinema
isadn 41164

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Nowhere Man
but used to be big in business

Mon 23 April 2007

This is a real beast, I don't like it at all. As a more than occasional puffer myself, I've sat through many years of anti smoking advertising, and in the main have been able to take it or leave it, unlike the fags. In fact it began to appear that it was getting more and more difficult to get through to people, as the shock value wears off. In Canada, for Christ's sake,they still smoke despite having pictures of diseased lungs on their fag packets, nice.

But just when I thought I'd become immune to any kind of anti smoking message along comes this little bastard. It's really compelling and simple. I saw the posters and I didn't like them, and I saw the TV ad and I liked it less. It made me feel very uncomfortable about smoking. I can't say I've completely given up but I've been pulled a lot further along the way to doing so. It's a bloody good idea, well executed and I wish I'd never seen it.

Of course people say its easier to do good, cut- through ads for big life and death issues like smoking, but a lot of people have still managed to miss the target over the years. This ad hits the target (ouch) with just the right amount of pain, ie, not enough to make you pass out, but just enough to make you blub and reach for the nicotine patches. It just goes to show that you can still come up with compelling ideas in well trodden areas.

Is this a particularly effective anti smoking ad?

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Or is just another in a series of good ads?

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