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

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.

Comments (5)

  • RLDavies's picture

    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

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

    Mar 25, 2009
  • Byronik's picture

    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

    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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