UK Cancer Council “the answer is plain” anti-smoking plain packaging ad

The logo-free, drab dark brown plain cigarette...

So often we are told “what to do and what not to do”.

Seldom are we convinced of what we as individuals or society “should” be doing and why.

Government bodies have lost the art of advertising in favour of preaching or scare tactics.

This UK Cancer Council ad has a beautiful mix of advertising art and science. It intrigues you enough to interest you, hold your attention and then delivers a concluding message that is both powerful and absolutely believable. No drama, just the truth presented in a motivating manner.

It is completely relevant to the argument about plain packaging and will do more to motivate change than any number of government polls and opinions.

A great example of advertising resolving a complex argument with a simple and effective execution.

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