I am regularly flabbergasted at the ways advertisers find to insert naked or scantily clad young women into their work, but this one takes the biscuit.
What was the thinking that went on behind this? The anti-smoking campaign isn't working well enough, we need to attract people's attention - we need...naked women. Yes, that'll do it. This is bound to stop people smoking.
It's not, by the way, in case you were wondering, going down the well worn, and I suspect quite successful route of highlighting the link between smoking and impotence (somehow in the minds of most blokes the following thought processes occur "Suffer a slow and lingering death? Hmm, C'est la vie. But not be able to get it up? OK, I think I'll stop") No, the headline reads (roughly, and bearing in mind that my Romanian is rubbish) "Is smoking your only pleasure?" (To which presumably the answer would be "No, but it's one of them")
I think they'd have got a lot more interest if they'd put the other, secondary line at the top "Now there is help for you to quit". That, with the picture, would have had people flocking to call the number.
The FIFA Trial – Week Two
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