This is a completely confusing anti-smoking print advertisement launched by National Council Against Smoking in South Africa. The aim of the campaign is well shrouded in the dark ambience of the advertisement, where no many could get the actual idea behind the campaign and it leaves people making numerous interpretations about the relevance of the advertisements. The most closer interpretation reflect that as the South African government has placed ban on smoking in public areas, smokers are increasingly going to these lonely and dirty places for smoking. Even then the message of the campaign is not clear and therefore not at all compelling.
The presentation of the campaign gives impression that these are advertisement meant for creating awareness against drugs use. Otherwise, the presentation of the campaign leads to nowhere. The tag line of the campaign reads, ‘Smoking takes you places, enjoy ’. The campaign was developed by Net#Work BBDO, South Africa.
Via Twenty Four