I am often cynical about the elaborately art directed ads I see coming out of Brazil. Not this time.
This one is a great piece of visual storytelling. Sure, it uses negative reinforcement, which is considered old-school. But it also recognizes all the enjoyable and even sexy reasons that people smoke, and I think that makes it more empathetic than most. Perhaps it will get through to someone before it’s too late. I hope so.
Secretaria de Saúde de Pernambuco
RGA Comunicação, Recife, Brazil
I Believe in Advertising