Up in smoke

Hey smokers, trick question: who's smoking who?


advertiser: Cancer Patients Aid Association, India
agency: Bleublancrouge
CD/writer: Gaetan Namouric
AD: Sebastien Deland
photographer: Leda & St-Jacques
client services: Justin Kingsley

Montreal’s Bleublancrouge produced this clever anti-smoking ad for the Cancer Patients Aid Association, an organization based in India. It’s one of a series of executions to help fight tobacco addiction in the country. While indicating that smoking takes a toll on one’s body, this ad also shows that rogue arms have remarkable balance. It’s all in the elbow.