This ad, which is meant to inform viewers about the rising number of deaths due to cigarettes, is extremely simple but just as effective. What appears to be a cigarette in the center of the ad is actually a loading/countdown bar that represents the rising number of deaths. The designer was able to creatively target a demographic that is young and often use technology to recognize the reference in order to relay an important message. The “cigarette” against the dark background creates a strong contrast and draws a viewer’s attention. After noticing the cigarette is actually a counter by the percentage it may cause the viewer to become curious and decipher the entire ad. The choice to use a dark background may have been to portray death or represent black lungs. The type color of the content is consistent with those of the “cigarette;” the content is also consistent with the “loading bar” aspect by simply urging smokers to “stop the connection.”
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