There's a sting in the tail of this TV and print campaign from Cancer Research U.K., from AMV.BBDO. Viewers are shown pictures of young kids smoking, as the narrator mentions the shocking lack of tobacco marketing regulations in countries such as Indonesia, China and Colombia. However, the final frame reveals that the kids are pictured in the U.K., as the ad goes on to call for legislation for standard packaging (with dramatic health warnings) across all tobacco products. The TV spot will be accompanied a full page press ad highlighting popular support for standard packs.

Last year, a Thai PSA tried to shock people similarly, featuring a young boy who nonchalantly asked smokers on the street for a light while holding a cigarette.