What do you see in this ad? A bed, probably at a hospital. A bed? Only that? Oh, come on, you may not be a smoker. This is an advertisement for The Roy Castle Lung Cancer Foundation created by Chi&Partners, London.

Smokers can find out a cigarette here. The bed is designed in the form of a brown tipped cigarette. Indeed, this ad breaks the clichés and presents a fresh idea- and, effective, too. The target audiences are smokers, and they can identify this suddenly.

But the empty bed in this picture is missing something. No, not the patient. A good copywriter could have made this ad more effective. A brief, brilliant caption could have made this ad more persuasive. Anyway, this ad hits the target.

Smokers, do you feel an urge to light this bed up?

Via: Adland437330