Cancer Research Packaging Campaign Has A Surprising Twist

Spot Featuring Young Kids Smoking Highlights Packaging Legislation

Published On
Nov 11, 2013

Editor's Pick

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.


Nov 11, 2013
Agency :
Abbott Mead Vickers BBDO
Brand :
Cancer Research U.K.
Client :
Cancer Research U.K.
Copywriter :
Mark Fairbanks
Copywriter :
Nic Hulley
Art Director :
Thiago de Moraes
Art Director :
Nadja Lossgott
Agency Planner :
Craig Mawdsley
Agency Planner :
Katie Dallas
Agency Planner :
Lilian Sor
Agency Account Person :
Helen Rae
Agency Account Person :
Emily Atkinson
Agency Account Person :
Lizzie Edwards
TV Producer :
Paul Goodwin
Media Planner :
Lucy Mitchell
Production Company :
Director :
Rob Chiu
Production Company Producer :
Simon Monhemius
Post Production Company :
The Mill
Audio Post Production :
Dugal MacDiarmid
Audio Post Production :

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