THE SMOKING KID
As a rule, smokers don’t like to be lectured. So how do you create yet one more anti-smoking campaign that might actually make smokers think? Use that perfect tool of manipulation: children. A fascinating ad from Ogilvy & Mather Bangkok failed to grab a prize at the Cannes advertising festival this week, though it did end up on the shortlist for the Promo & Activation category, and has caught some attention online. In the video, cherub-faced kids walk up to smokers on the streets of Thailand holding cigarettes in their tiny fingers and asking for a light. The smokers refuse, explaining to the kids why smoking is bad for them. After listening patiently to each lecture, the child would hand the smoker a folded-up note and walk away. “You worry about me. But why not about yourself?” the note read. It then gave the number of the Thai Health Promotion Foundation’s hotline to help smokers quit.