The Roy Castle Lung Cancer Foundation: Deathbed

Advertising Agency: CHI&Partners, London, UK
Creative Director: Ewan Paterson
Art Director: Dave Masterman
Copywriter

: Ed Edwards
Photographer: Stock
Designer: Kylie McLean

I love this kind of ad. It is completely visual with no need for copy (not to knock copy!) It is also an image that instantly is understandable. While the message couldn't be clearer: cigarettes=death. The quicker an audience can understand your message, the more likely they won't dismiss it. Sometimes, ads have an amazing creative idea but it takes to long to get it, whether it is the visual and/or the copy. As an ad lover, I'd take an extra moment to figure such pieces out, but most consumers won't. Luckily, this ad sidesteps that trouble by making the idea easy to grasp.