Ad for California Tobacco Control Program

Country: U.S.A

Agency: Acento

Client: California Department of Public Health

Media: Print

Score

Originality: 9.7/10

Impact: 9.8/10

Credibility: 9.5/10

Relevance: 9.8/10

Personal Comments

Brilliant photography. And an even brilliant manifestation of a smoker’s inner agony. Heck yea he knows it’s bad and heck no he can’t stop. The visual effects were created on a set with actual cloth cigarettes with trapped people inside. The burning embers seem to portray that it’s better now than later.

However, it is a visually disturbing picture and seems to induce fear in the mind of a smoking newbie who is not addicted yet. The picture gives him a glimpse of his future. To the already addicted guy, it shows him the ugly truth; how with every drag, the cigarette owns him more than ever. Kind of what we heard in Fight Club, “The things that you own end up owning you”