This impactful and confronting advertising does not focus on the health effects of smoking, but on the social perception. Often with young people this is far more important than health risks that could take 20 or 30 years to appear.
By making tobacco users as corporate slaves subject to will of faceless corporations the marketing destroys the rebellious and glamorous side to smoking.
Smoking companies did not market on physical properties – they marketed on social perception. A rugged cowboy, a glamorous couple on white sand.
It is a pity more governments do not understand the true purpose of marketing and market more effectively like this to save those young recruits to smoking and make smoking a thing of the past.
Marketing is not about the sausage (the facts) – it’s about the sizzle (the perception).