TV spot created in collaboration with Megan Williams
We scared teens at every touchpoint — on their phones, while browsing favorite websites, or even just walking around the mall.
Here’s the preroll.
And the webpage takeover.
One cigarette contains thousands of toxic chemicals that can kill you. But that doesn’t stop the millions of teens immune to the physical health risks of smoking. So instead, we personified the dangers in an unexpected, attention-grabbing way that forces viewers to imagine what cigarettes might look like if they came to life.