Advertiser: AUSTRALIAN NATIONAL PREVENTIVE HEALTH AGENCY
Agency: AJF PARTNERSHIP
Category: Public Health & Safety
Copywriter: Brent Liebenberg
Cinematographer: Earle Dresner
Director Of Photography: Earle Dresner
Art Director: George Freckleton
Editing Company: Method Studios
Account Supervisor: Penelope Watson And Susan Bird
Sound Design/Arrangement: Risk Sound (Paul Baxter)
Agency Producer: Roz Ruwhiu
Account Manager: Brad Richardson And Natasha Darrigan
Creative Director: Andrew Foote
Director: Craig Maclean
Producer: Helene Nicol
Post Production: Method Studios
Editor: Michael Houlahan
Planner: Pieter-Paul Von Weiler And Brigitte Bayard
Brief Explanation
"We all have to die of something” is a convenient way daily smokers dismiss the dangers of smoking. While true, daily smokers don’t think about the details of dying - they just assume it will be dignified and painless. However, when forced to think about it, people find the idea of their death being characterised by pain and suffering to be more challenging than death itself. Therefore, this TVC shifted the focus from death, to the long-term suffering and pain endured by those dying from a smoking related illness. The message to daily smokers was that while quitting is hard, suffering the consequences of not quitting is far harder.