CPAA: Family

Second hand smoke kills

Shop owners of roadside shops, where cigarettes are sold the most, were given the dummy cigarettes. When customers asked for any brand of cigarettes the shop owners were asked to give the dummy piece. When the smoker looked at the cigarette he would be reminded that he risks more than his life when he smokes.

Agency: Ogilvy & Mather, Mumbai, India
Creative Director: Piyush Pandey, Abhijit Avasthi
Art director/Copywriter/Illustrator: Shailesh Khandeparkar

30 comments

writergeekdez's picture
writergeekdez
255 pencils

Shop owners of roadside shops, where cigarettes are sold the most, were given the dummy cigarettes. When customers asked for any brand of cigarettes the shop owners were asked to give the dummy piece. When the smoker looked at the cigarette he would be reminded that he risks more than his life when he smokes.

....3 seconds later, the recipient throws away the dummy and lights up a smoke.

Dumb.

msred's picture
msred
491 pencils

LOL!

the_ashlands's picture
the_ashlands
1394 pencils

ten to one the store owners dont hand out a single dummy cigarette out of fear of losing business....a dummy idea.

ellehcimeo's picture
ellehcimeo
3522 pencils

why, exactly, would a shop owner be moved to hand over a cigarette with such a message as might prevent a sale of a pack of cigarettes? what possible reason would they do this?

here's the scenario:
O&M: "hey shopkeeper, hand these out so people will stop buying and using cigarettes, and you will likely lose alot of business in the process"

Shopkeeper: "okay. that sounds like a great idea. i don't want any business anyways"

nice try though.

the_ashlands's picture
the_ashlands
1394 pencils

ha..beat you to it!

ellehcimeo's picture
ellehcimeo
3522 pencils

it would appear that this time, you got the better of me. there will be a next time, oh yes, there will be a next time.

the_ashlands's picture
the_ashlands
1394 pencils

mwahahah

kre8's picture
kre8
989 pencils

who the hell asks for "any brand of cigarette?"
this is shite, though from a great agency.
o&m mumbai - are things slipping?

umbee's picture
umbee
36 pencils

bad placement of creative.

umbee.com

joey hayashi's picture
joey hayashi
28 pencils

who the hell asks for "any brand of cigarette?"
>>>I Strongly Agree!

Sigh...

thelastword's picture
thelastword
14 pencils

Proof that smoking affects brain. I'm sure the brain behind this ad is a chain smoker.

whitespace's picture
whitespace
1953 pencils

If I were the shop owner I'll show my customers the dummy ciggy and have a good laugh.

It'd be much more effective if it was actually placed in real packs of cigarettes.

Toro's picture
Toro
1007 pencils

The award shows are coming up! Anything goes!

kre8's picture
kre8
989 pencils

i seriously doubt that this will make the slightest dent at the award shows...
but, like an arse, everyone also has an opinion./../...
and thats mine.

Toro's picture
Toro
1007 pencils

To give you an insight, ambient and alternative media are the new buzz in Asia so you better take a shot. Especially when you are a rich agency, you never know if the judges are in your favour.
Back to your arse.

kre8's picture
kre8
989 pencils

wow, thanks for your amazing insight.
i never would have known that this is the new "buzz" category in asia.
back to your 1999.

Toro's picture
Toro
1007 pencils

Your arse is making funny noises again.

kre8's picture
kre8
989 pencils

your wit is killing me.
can you educate me on any other categories that are emerging in asia? i really need your help and guidance as we, over here in the usa, are in fact clueless.
any advice you could give is invaluable.
holding my breath...

Toro's picture
Toro
1007 pencils

You taking me for the piss or what?

Looking at the majority of US advertising I can say that you are definitely clueless. Just take a look at the rubbish shown during the Superbowl, yawn.

Btw, I'm looking for a good copywriter. Your portfolio any good? And for how much would you move that funny arse of yours to Asia?

Vudu6's picture
Vudu6
81 pencils

You read my mind!

chintan ruparel's picture
chintan ruparel
1516 pencils

Piyush Pandey, Abhijit Avasthi...these two indian advertising gems are doing this!! im surprised, like, really shocked! c'mon guys, you'll are truly gr8 and such bad ideas!!

~ old habits die hard, older ones never do ~

drunk dave's picture
drunk dave
1066 pencils

Where can i buy this brand? Sounds realy cool... remember DEATH cigarettes, those were excellent.

aadi's picture
aadi
230 pencils

This is so sucky man...and the worst part is that it comes from some of the most distinguished
pros in Indian advt...*puke*

drunk dave's picture
drunk dave
1066 pencils

Where can i buy this brand? Sounds realy cool... remember DEATH cigarettes, those were excellent.

Desi's picture
Desi
1052 pencils

SOmeone in Ogilvy India obviously beleives in quantity (at award shows) over quality.

adoholic's picture
adoholic
8 pencils

c'mon O&M...what the hell??? it's coming from a guy who's always seen with a cigar in his hands. piyush pandey pls first quit smoking yourself and then do something like this. and the idea itself is quite forced.

act's picture
act
535 pencils

As if not enough harmful substance in a cigarette, now you're adding some harmful ink onto it?

preeti_dhata's picture
preeti_dhata
85 pencils

its been done bfore...

AdDavid's picture
AdDavid
406 pencils

i bet the names used wr not involved in this. hope they r aware, or at least i wud like to believe that.

addyong's picture
addyong
155 pencils

Cute...

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