Association for Smokers Awareness (ADESF): Well

Smoking is a trap. Quit today.
Association for Smokers Awareness
ADESF

Advertising Agency: NEOGAMA/BBH, Brazil
Executive Creative Director: Alexandre Gama
Creative Directors: Alexandre Gama, Márcio Ribas
Art Director: Fabio Queiroz
Copywriter: Carlos Schleder
Image: Leão Branco
Producers: Kiyoshi Takahashi, Vinicius Busico
Art Buyers: Mariah Bayeux, Janaína Lacerda
Account Director: Luiz Tosi
Account Managers: Diego Passos, Andréia Tecchio
Advertiser's Supervisor: Mario Albanese

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14 comments

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

Lovely visual and I get the message, but will this really change smoking behaviours? I think it needs something more shocking.

Guest's picture
Guest

In America, you smoke cigarette. In Soviet Russia, cigarette smokes you.

morse's picture
morse
15671 pencils

Yes, the visual is good, but no ad will stop an addict.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

pez's picture
pez
1723 pencils

absolutly!... why water in a cigarrette? maybe ashes or something would be better... I like the idea, not how it finishes... btw, where will they publish this?

CuriousPencil's picture
CuriousPencil
4227 pencils

The visual isn't good. It's not even a trap. It's. Just. A. Shit. Ad.

This has nothing to do with anything - it could almost be saved if it had Chilean miners somewhere, but even then it wouldn't be salvageable. It's a nonsense of an attempt.

simon.gross's picture
simon.gross
541 pencils

Yeah, great insight. This will really speak to those millions of smokers who know what it's like to be trapped in a well and can relate personally.

Hang on.

No, even those smokers won't look twice at it.

Because this ad sucks balls.

It's a lazy idea based on a visual pun with absolutely zero insight.

And it's not even funny. It could have at least been funny. Maybe put a purple monster in the well or something. With a speech balloon saying "I'm gonna smoke ya, fool"

And he could be making like gang signs and stuff.

CuriousPencil's picture
CuriousPencil
4227 pencils

Yep, as a Sesame Street puppet with a 'keep away from naked flame' sign on its back. Or, hang on, I've got it. Make this a global campaign, compulsory for smokers.

Nobody smokes asleep.

surecreator's picture
surecreator
31 pencils

i think one thing can add the more liveliness in the visual. one lightened Cigarette in hand...

Guest's picture
Guest

Maybe a little open-mindness and trying new stuff could bring some interesting ads, I hardly see the reason to why you need to be so aggressive, and also, I thought it said as one of the guidelines for posting comments is to be respectful and helpful.

Don't be condescending just because you make bad ads, ask for constructive criticism and hope you get some, then maybe you will learn how to help others to achieve better.

And also I have been smoking for 10 years and I like this ad, its definitely not spot on, but it speaks to me, starting to smoke was exciting at a young age and even a little fun at first but now I have a really hard time quitting it by my self... kinda like falling into a well, starts out exciting and maybe fun, but getting out by your self is gonna be fucking hard.

Guest's picture
Guest

Maybe a little open-mindness and trying new stuff could bring some interesting ads, I hardly see the reason to why you need to be so aggressive, and also, I thought it said as one of the guidelines for posting comments is to be respectful and helpful.

Don't be condescending just because you make bad ads, ask for constructive criticism and hope you get some, then maybe you will learn how to help others to achieve better.

And also I have been smoking for 10 years and I like this ad, its definitely not spot on, but it speaks to me, starting to smoke was exciting at a young age and even a little fun at first but now I have a really hard time quitting it by my self... kinda like falling into a well, starts out exciting and maybe fun, but getting out by your self is gonna be fucking hard.

DBB's picture
DBB
1215 pencils

Great visual.. not such a good ad :/
so 10 for the art
3 for the copy

tzuik's picture
tzuik
104 pencils

They should have used Admiral Ackbar on this one. http://knowyourmeme.com/system/icons/157/original/Atrapitis.gif?124000...

CommandZ's picture
CommandZ
2472 pencils

That was my first thought too, "it's a trap!" Oh that and an episode of Lassie. "What is it girl, did Timmy fall in the well?!"
As mentioned elsewhere here CP+B did a great job with the Truth campaign (more in the early years candidly) because they vilified the tobacco companies, and didn't go the cliche route with the usual guilt trips, fear tactics etc.

Guest's picture
Guest

"The truth" of cp+b is the best anti-smoking campaign that I've ever seen. It's an insightful and really creative solution. That's why I think this kind of executions is cliche and boring. substitutions or modifications is good for showing how smart you are but not for changing a behavior.

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