National Committee Against Tobacco: Victory, 1

Each not lit cigarette is a victory. World No Tobacco Day 31 May 2009.

Advertising Agency: Euro RSCG 360
Copywriter: Caroline Ribemont
Art Director: Antoine Paufichet
Photograph: Olivier Passerat
Retouch Studio: Spark link
Retoucher: Remi Régat

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21 comments

Guest's picture
Guest

really bothers me that fingers splayed that wide could never hold a cigarette. looks like a peace sign.
and the type is absolutely awful.

Guest's picture
Guest

>>

well... guess what!!? It's supose to be a victory sign... >.<

Guest's picture
Guest

It's the victory sign, you idiot!... that's the point :|

Guest's picture
Guest

i thought the same thing. it looks like the cigarette was removed from clenched fingers. you're the fucking idiot for not realizing how easily misconstrued this is.

Guest's picture
Guest

It's supposed to be a victory sign, but it's forced. Really forced. You can still make it look like a V sign not needing to spread the fingers that wide.

Guest's picture
Guest

sorry, but no

Punch's picture
Punch
614 pencils

Uh, qué básico!

"no silencies lo que no sabes expresar".

Guest's picture
Guest

siii, hagamoslo lo mas complicado posible, no?

Guest's picture
Guest

I'm pretty sure in England this gesture (peace sign backwards) means fack off.

Guest's picture
Guest

Yes it does, but it is also a defiant 'V' for victory symbol. Churchill used it a lot. According to legend it dates back to Agincourt, when the English archers showed the French they had their drawing fingers so could shoot and kill them (the French had demanded 1/3 of the English archer force have their fingers chopped off in return for safe passage to the coast). it was not a polite sign even then. So yes, both Victory and Fuck off.

federo's picture
federo
781 pencils

really, really good point

like it very much

it´s appropiate. only people trying to quit knows how victorious is each cigarette they avoid to smoke

Guest's picture
Guest

maybe not the worst ad ever. but close.

ivan's picture
ivan

You're lucky if this is one of the worst ads you are exposed to.

Ivan Raszl, admin of AotW

Guest's picture
Guest

I like this and I challenge anyone who doesn't to a fist fight.

Guest's picture
Guest

I´ll bet 10 dollars on me.

Guest's picture
Guest

This campaign is really let down by the 1970's art direction.

Guest's picture
Guest

I rather like it. The art direction sucks and the translation is a little off. 'Every un-lit cigarette is a victory.' is how it would be said in English. But it is a nice, simple idea. And if it also says 'Fuck off smoking', then good.

Guest's picture
Guest

I've seen worse ads, but the guys behind this one probably just got lazy somewhere down the line and decided to go for a smoke...

Guest's picture
Guest

i like it, especially the other one with the after sex-couple.

Guest's picture
Guest

idea is good but look at the picture the men is smoking there is a smoke

bad bad art direction

reklaMAN's picture
reklaMAN
30 pencils

Haha, Sign "V" showed first non-comunnist polish primem ministre after II World War - T. Mazowiecki. Check this out: http://republika.pl/blog_np_4957/207305/tr/mazowiecki.jpg

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