Non smoking ads lie - twice over.


Anti-tobacco briefs have been cracked every which way by now - so it's easy to fall into the trap of doing what others have done, as happened back in 1996, Welcome to Marlboro ads. Here's another case of same thought anti-tobacco ads.

Recently the Swedish anti-tobacco lobbyists came out with a new campaign, all based on lies, damn lies and more lies. The whole lying thing is the point, or rather idea of the campaign - tobacco companies lie don't they?

This poster reads "Cigarette filters contain mouse droppings". Outrageous lie of course. Another headline read:

"Guys who start smoking before fully grown develop smaller penises (than non-smokers)."


Alex pointed out that it all felt veeeery familiar...

Well, it's probably just a case of thinking in the same pattern rather than a direct rip-off, I think, since the English campaign is miles better. It tells you the whole story in one poster and fewer words, whereas the Swedish campaign requires you to actually visit a website to find out the punchline: "If tobacco companies lie, so can we".

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.