Cancer Ads

I just don't understand why people kept associating cigarettes with ammunition/guns/bombs/etc.
Cigarette is a slow killer. What you shown here may kill you instantly.

Exactly. I agree with alvin here, the copy contrasts the visual msg and to add to it, the second and third visuals are hard to comprehend.

I have to agree with alvin to some degree, seems like there are too many attempts to turn cigarettes into weapons - been done so often

Thanks guys!

The headlines where kind of an experiment. Guess they don't work.

What if there was no headlines? do you think the message would still get across?

Here's the Body Copy:

While serving their country, 116 fallen Canadian heroes where brought back from the war in Afghanistan since 2002. Last year 45,000 Canadians where killed by smoking related illnesses. Reality is that more Canadians die of smoking than they do at war. It’s a harsh reality, so please help us fight cancer before it rips more lives apart, please call 1 888 939-3333 for donations.

thanks again
YAn

yanzo - smoking ads are really tough - though I like your second idea a little better I still think you need to pack a bigger punch - a real in your face approach - as much as i hate to say it brother the weapons approach just aint gonna cut it - my 2 sense

Thanks Erin,

OK no more weapons. I'll post a different Cancer idea soon....

look out for it!

edited

You could work on the second option with numerical visuals. The difference in the numbers is so shocking. The imagery of 45,000 cigs versus 116 bullets would be more shocking if it could be done in one ad. This is a great start for brainstorming.

Predictable.

Yan,

I like the visual ideas. My first interpretation of these ads was that Cigarrettes come PACKAGED LETHAL.

The INSTANT killer connotation that Alvin and others have mentioned was something that i missed out on.

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