The UK’s Department of Health and Smoke Free recently commissioned an advertising campaign warning about the addictive power of nicotine and encouraging smokers to kick their habit for the New Year. See the four posters from the print campaign .
In “Office” an office worker is on the phone, arranging to see someone on the 9th. As he puts the phone down he breathes nervously. All of a sudden a large fish hook has him snagged in the mouth, the barb protruding through his cheek. He’s dragged along the corridors and down the stairs of his office building, out into the open where he can open up a pack of cigarettes. The voiceover: “The average smoker needs over 5000 cigarettes a year. Get unhooked. Call 0800 169 0 169 or visit getunhooked.co.uk. Click on the image below to play the video in YouTube
In “Mum and Man On The Street” A woman folds washing while her child plays a video game. “10 more minutes then homework, yeah?” As she looks at the rain out the window she’s snagged by a hook, pulling her to the kitchen where’s she can grab a cigarette. The voiceover: “The average smoker needs over 5000 cigarettes a year”. Out on the street a pedestrian iis caught by the urge and dragged into a store where he can buy his cigarettes. “Get unhooked. Call 0800 169 0 169 or visit getunhooked.co.uk”. Click on the image below to play the video in YouTube
The Get Unhooked campaign was developed at Miles Calcraft Briginshaw Duffy by creative director Paul Briginshaw and Malcolm Duffy with agency producer Russell Taylor. Briginshaw and Duffy were inspired by a Jeff Stark’s 1998 short film, Desserts, in which Ewan McGregor’s character is hooked on chocolate eclairs.
Filming was directed by Jeff Stark via Another Film Company, London, with director of photography Ben Davis and producer Cathy Green. The hook trick was achieved by attaching the barbed hook to a large prosthetic piece of skin. The main part of the hook was held by a metal plate inside the cheek.
Post production was done at The Moving Picture Company, London.
Sound and music were the responsibility of Peter Challis and Bernd Würtz at A-Bomb Music, London. Listen out for the sound of whispering voices and the whirring fishing reel.