Case Studies

COI Anti Smoking TV Campaign

Lowdown:
The new smoking legislation which takes effect in Wales from 2 April is a hotly contested issue. In the aptly named ‘Opinions’ TV campaign, Golley Slater have used this ongoing debate as inspiration, creating a intriguing series of ads in which people say the same thing, yet express diametrically opposed points of view. For authenticity and impact, Director Dom Bridges chose to street-cast and film in the places most likely to be affected by the legislation. To help capture the gritty, nicotine stained nature of these locations, he employed the formidable talents of BAFTA-nominated cinematographer Barry Ackroyd. Despite acknowledging that opinion is divided, the ads always conclude with the one unarguable fact: Second-hand smoke kills. The new ban won’t.