Hungry Man, iris and Framestore collaborate on shocking new cinema ad for QUIT® UK

Additional interactive app by iris will allow teens to ‘age themselves’

Award-winning production company Hungry Man, creative agency iris and post-production house Framestore have created a shocking new cinema ad for QUIT UK as part of a multi-platform campaign aimed at teenagers.

The film is designed to make teenagers think twice about smoking by dramatising its physical effects. Smoking ages smokers’ skin by around 20 years and the ad uses a provocatively exaggerated visual effect to get this fact across, depicting a girl getting visibly older as she inhales. The ad will be screened at cinemas across the country before the new Seth Rogen movie 50-50, starring Joseph Gordon-Hewitt as a young man dealing with cancer.

The ad will be accompanied by an app created by iris called ‘Age Yourself’ to enable people to see the effects of smoking by blowing cigarette smoke onto an image of themselves on their phone and seeing it age instantly. It will be released in January to coincide with the New Year period, a time when smokers’ traditionally decide to give up smoking as a New Year’s resolution.

Mohammed Walji,  QUIT’s Head of Youth said: “The teen market is such a hard market to reach as they believe they are invincible from the effects of smoking. iris have come up with a fantastic campaign which for the first time we believe will really hit home with this audience. The cinema ad is brilliant and something that has the contagious value of an app is perfect for this group as it will not only allow them to see the effects personally but share with their peers – the ideal spokespeople for this audience.”

Shaun McIlrath, iris executive creative director, said “The aging fact is a very compelling disincentive to younger smokers. But we needed deft handling in the execution to deliver it in a hauntingly memorable way. Steve has created a really simple, powerful film that is, at the same time, both engaging and unsettling.”

Director Steve Hudson of Hungry Man, who created the spot, said: “Kids think they’re immortal these days, all you can do is appeal to their vanity.”

The film will also be shown in schools nationwide as part of QUIT UK’s educational workshops.

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For more information or images please contact:

Julie Bowyer, Global PR Director

+44(0)20 7101 7824 / +44(0)7956 513714

For more details about QUIT please contact Glyn McIntosh on 0207 539 1709