Too Much or Just Enough?

Advertising Agency: BDDP & Fils / France

The copy of this magazine ad reads “Smoking is being a slave to tobacco.” This photo is only 1 of 3 in the public interest campaign put out by Association de défence contre le tabac. What is the creative strategy here?  To show that dependency on smoking tobacco as a teen leads to being a slave to it, which supposedly leads to sexual abuse?

What are your thoughts? Does it work? Does it not work? Would this ad “fly” in the US?

image via: I Believe in Advertising

One comment

  1. I don’t think this would fly here, but if it were up to me I would try it in some bus shelters. Smoking aside, it’s very suggestive. Just look at how hairy that guy’s hand is. I would think he’s much older. It has a classic theme to it also… “Death and the Maiden.” At this point, people know smoking is bad, but they like the element of danger.

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