This Sinister Businessman 'Can't Wait Till You're Legal'

Disturbing Ad From Anomaly ECDs Compares Big Tobacco to Pedophiles

Published On
Jan 23, 2015

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A middle-aged businessman in a suit sits at his desk -- and appears to be addressing a child. "Hello little one, you're growing up so fast aren't you? Jesus I can't wait 'til you're legal. I think about it all day at work. I want you so much. And on this day, in a few years, you'll be ready." He then sings "Happy Birthday," in a manner that's disturbingly sinister.

The pedophilic implications are strong, but it's not what you think. This powerful film is actually targeting big tobacco: "Tobacco companies really want you to start smoking," the spot says. The film is the first work from Us vs Them, a new campaigning platform launched by Anomaly London's joint executive creative directors, Oli Beale and Alex Holder. The video is designed to be sent to -- and shared by -- teenagers on their 14th birthdays.

Over the course of 2015, Beale and Holder (who were at Mother prior to Anomaly) want to bring together fellow creatives under the Us V Them banner in a collaborative project "to target some of the world's biggest bad guys and create positive behaviour change."

Read the full story over at


Jan 23, 2015
Us vs Them
Oli Beale
Alex Holder

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