I have to be honest and say that most anti-smoking advertising doesn't work for me. I just believe that scare tactics typically don't work, and if you haven't quit smoking by now then a 30 second spot on television trying to scare you isn't going to be motivating.
And then I saw the most recent executions which I have titled "Middle Age." In this new campaign, a husband talks about losing his wife at a young age, not at all realizing that when he first met her she was in her middle age. She was 46 when she died. Wow.
I guess that's the point of the campaign, right? Which is why I guess the campaign is so compelling.
What do you think? What's your experience? Jim.
President, Cohn & Wolfe North America
Author, The Experience Effect series