The Wait – anti-smoking ad

The question is does this work better than showing the physical impact of smoking or the real emotional impact on a family?

I think it could make more of the emotional price paid, the rational message is largely overlooked (ref packaging) – the ads featuring real people who appeal directly to the viewer are arguably more effective. Particularly those featuring people who have died subsequent to making the spot.

A bit more shock and awe combined with the victim verbatim is probably a prerequisite to getting the attention of the stubborn smoker. Actors and inference of the problem have probably become less effective with decreasing impact.

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