I dunno, it doesn’t seem like it would be too effective to me. Sure, it’s shocking, but why should shocking stop people smoking?
That said, it seems vastly superior to the hopeless Ontario Government campaign titled – get this – Stupid (with accompanying sucky tv ads). Uh huh. Disrespecting your target audience; smooth move.
What about an ad showing a bunch of old white guys sitting in a boardroom, schemeing about how to get teens hooked?