This Ad is similar to the TRUTH campaign by Crispin and Arnold as well as others like Saatchi and Saatchi's British Army ads. All of the ads like this one are difficult to come up with creative strategies, but the premier agencies like BBH never fail to impress. This is a new effective way to resonate with the target audience. The picture of smoke in the shape of "Lucifer" reminds people the evil that cigarettes and other drugs can do to your bodies.
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