12 genius anti-smoking ads I've collected:
1. Lung Pong
2. Cancer Cures Smoking
Principle: The reverse copy
3 words of pure gold.
3. Nicotinelli
Principle: Appeal to vanity
If you want someone to quit smoking, don't give them an emotionless statistic.
Hit their fear of looking old.
4. World No Tobacco Day
Principle: Keep the language -- change the image.
Visualise the non-smoking area in a way they've never seen before.
5. Downloading Cancer
Principle: User interface hacking
6. "Cigarettes Smoke People"
Principle: The reverse metaphor
You are not smoking a cigarette. The cigarette is smoking you.
7. Smoker & Passive Smoker
Principle: The Achilles heel
If you can't convince a parent to stop smoking -- appeal to the only thing more important than their life.
8. Public Health England
Principle: Falsifiable numbers
Procrastinators lives in a fluffy world of "one day".
Bring them to reality by giving them a clear number.
9. "Your Body Is Your Home"
Principle: The transferable metaphor
People can't see their internal body -- but they know what a burnt room looks like.
Use visual analogies to explain the hidden.
10. Ashes To Ashes
Principle: Keep trimming fat,
2 words. 2 visuals. Powerful.
Less is more.
11. Portable Gas Chamber
12. Smoking Is Harmful To Your Breath
Would love to have seen the briefing script for models on this one.
Do not underestimate how many lives smoking ads saved.
It's potentially millions of lives.
1.8 million smokers attempted to quit smoking because of ONE nine-week long ad campaign.
"The best-performing ads we've run in the last 12 months"
- A billion-dollar company that read one of my Twitter threads and worked with our team.
If you're spending over $50k on ads per month, book a call here --->
adprofessor.com
adprofessor.com
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