“What if you don’t get hit by a bus tomorrow?”

We both saw this ad for Nicotinel on the way to work and loved it. So nice to see a self-referential bus ad that’s not cliched, but stems from a real truth about the excuses people give about why it’s ok to smoke.

Other ideas for this strategy could be ads on the back of aeroplane seats… or pavement art just before you’re crossing the road. All a bit sinister but gets the message across… Although saying that, we just had a really dark thought. What if someone, by accident,
got hit by that very bus? Maybe even because they were staring at the
ad? Doesn’t bear thinking about.