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29 September 2020

Clear the air.

by Syd Briscoe


Stoptober: “Breathe Easier” - 30s

With a respiratory pandemic entering its second wave and all manner of vices thoroughly indulged as people cling to whatever keeps them sane, cigarette-quitting events like Stoptober are more vital than ever for public health. The NHS announce this year's initiative in floral fashion, replacing lungs with plants.

While fans of murdery cult classic TV series Hannibal may find the imagery disturbingly familiar, this tar-soaked tree is executed (pardon the pun) in a gentler fashion. The plants regain their colour and vitality as smoking is reduced, finally breathing easy again when restored to their former glory.

While the outlook for those struggling with nicotine addiction in the face of Covid-19 is grim, this ad promises that there's support available to reduce one’s health risks all around. With over a million smokers having already quit during lockdown, Stoptober 2020 is already off to a promising start.


Creative Agency: M & C Saatchi Ⓟ Ⓦ
CCO: Ben Golik
Creative: Becky Brice / Amy Parkhill
Account Director: Rory Gilbride
Business Team: James May
Agency Producer: Eliot Liss
Cinematographer: Wilson Hennessey

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