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Editors' Choice

Dare's Absolutely Gross Anti-smoking Ad Might Help You Quit

Mad Cow Films, 2 years, 9 months ago

Editors' Choice: A hard-hitting morbid spot directed by Mad Cow's Simon Ellis

Dare's Absolutely Gross Anti-smoking Ad Might Help You Quit

Simon Ellis has directed a powerful new campaign for Dare and Public Health England highlighting how smoking damages the body and causes a slow and steady decline in a process similar to rotting. 

The online viral sees a father casually rolling up a cigarette formed of rotting human flesh, bringing to life the fact that: ‘every cigarette rots you from the inside out’. Employing his usual ability to get convincing performances from his cast, Simon has delivered a hard-hitting film that is already provoking a flurry of online debate.


Advertiser: PHE

Creative Agency

Creative Agency: Dare

Creative: Pippa Harrigan and Andrew Edelston

Producer: Dana Rudelier

Music and Sound

Sound Design: Pure Soho


Editor: Julian Tranquille – Cut and Run

Post Production / VFX

Post Production House: Big Buoy

Production Company

Director: Simon Ellis

DOP: David Procter

Executive Producer: Pete Chambers

Producer: Nicholas Unsworth

Category: Anti drink/drugs/smoking , Corporate and social

Genre: Storytelling