Did you know that 320 people day die in the UK from smoking related diseases? Well, this is what their bed looks like as envisioned by by Ed Edwards & Dave Masterman at Chi&Partners.com

Larger file here.

Advertised brand: THE ROY CASTLE LUNG CANCER FOUNDATION
Advert title's): DEATHBED
Advertising Agency CHI&PARTNERS LONDON UK
Agency website: http://CHI&PARTNERS.COM
Creative Director: EWAN PATERSON
Art Director: DAVE MASTERMAN
Copywriter: ED EDWARDS
Photographer: STOCK
Designer: KYLIE MCLEAN

Published/Released/Aired (Month, Year): 23/03/09

Commercials: 
Country: 

Comments (5)

  • RLDavies's picture
    RLDavies

    Subtle always goes down well in the UK, but this might be a bit too subtle. I didn't get the punchline for a while.

    Mar 25, 2009
  • Dabitch's picture
    Dabitch

    I don't think smokers find it subtle. I was about to light that bed up.

    Mar 25, 2009
  • Byronik's picture
    Byronik

    I don't smoke filter tips, so I didn't get it until I read the comment above. The hospital bed looks plenty scary, though.

    Mar 26, 2009
  • conceptx's picture
    conceptx

    It is a great graphic. And I felt silly that I did not spot the cigarette straight away. Sticks in the mind long after i have seen the poster. Well done Dave and Ed. - Ash

    Apr 20, 2009

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about the author

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.