Chaka Sobhani, Chief creative officer, Leo Burnett
I chose this ad because…
It’s so tricky to come up with new ways to tell folk what they already know: that they should quit smoking and do it now. I say that as an ex-smoker who often used to turn down the volume or flick stations to avoid being scared or reminded.
This ad has a simple but clever idea at its heart, and one based on a real truth for smokers – that finding your breath becomes harder doing the simplest of things. Things like reading out 20 seconds of a script in one breath.
Stripped back, and with no tricks or gimmicks, its strength is in its simplicity as well the natural, believable performance; every smoker will know and feel the truth as they hear him run out of breath against all his efforts. A smart and really well-written ad that shows the power of good radio. Nice one.
Client Cancer Research UK
Agency Abbott Mead Vickers BBDO
Creatives Diccon Driver, Alan Wilson
Creative directors Alex Grieve, Adrian Rossi
Producer Frankie Burwell-Wright
Production house Wave
Engineer Parv Thind