Smoke ring

October 2006
 Smoke ring
 Smoke ring



Children of parents who smoke, get to heaven earlier.

Advertising Agency: Serviceplan, München/Hamburg, Germany
Creative director: Ekki Frenkler
Art Director: Sybille Stempel
Copywriters: Carlos Obers, Christine Deinhart
Graphic Design: Sybille Stempel
Photographer: Camillo Büchelmeier
Account Executive: Vally Söhngen
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superguanzi's picture

cool,i like it

Activity Score 57
Art Director
addyhoch10's picture

somehow this sounds euphemising to me... of course it says that kids of smoking parents will die earlier but it kind of misses out the hell these kids are going through before being such a cute little angel.

Activity Score 2592
Art Director
joe_connelly's picture

looks like the posters for the German "kirchentag" in Berlin 2003

Activity Score 12
Graphic Designer
besoz's picture

i loveeeeeeeee awesome

Activity Score 48
Art Director
returntosender's picture

Wow, something drawn by smoke. And this time is a halo!
Really lateral.

School ad.

Activity Score 42
Art Director
bright rhino's picture

I agree with addyhoch, it does sound euphemising. It makes the tone come across a little awkward.

bright rhino
Activity Score 118
Art Director
postman's picture

But I think that's the deal - first you've got that picture in mind of a cute little angel, but then you realize the smoke and read the copy. That's when you see it's actually terrible.

Activity Score 951
Jet Propulsion Lab's picture

I totally understand your point.
But I'm having a huge language issue here. And it's the word "heaven". I think there are ways to finesse the second half of the line without losing what it means to say. Besides, it is already implied visually with the halo.
You just can't ignore altogether the fact that they will not die a peaceful death with respiratory complications and what not. It's just that it somehow sounds like a very "feel-good" ad to me at the moment.
It attempts to lay a guilt trip on smoking parents, but it somehow lacks the punch it's trying to land.

Jet Propulsion Lab
Activity Score 10679
bompa's picture


Activity Score 318
AlphaHawk's picture

I kind of like this. I don't really care for the execution but I like the thought in the line.

Activity Score 84
Art Director
Rog's picture

Softens the urgency... but I still like it. Valid idea.

Activity Score 6080
Copywriter |

>>>> That's not an ad. THIS is an ad.

kandi's picture

Dun like it. It's weird, i can't put my finger on it. Maybe it's the death and heaven and angels thing. Maybe the line could be better, the art direction certainly needs help.

Activity Score 204
Art Director
Hiba Sk's picture

Loved it.. Very effective, i mean i dont even have kids and it actually made me think of quitting - the thought was only there for 2 minutes though..

Hiba Sk
Activity Score 6
Minimum's picture

The problem here lies indeed in the copy. In the word 'heaven' that is. If you show smoke from a cigarette and tell she's going to heaven. Then you are conveying the mesasge as positive. Saying heaven and an image that is linked to that word is positive. DO you want it to be a bad thing, use the image in combination with a negative word for the afterlife. In that case show the smoke and use words like 'Die' 'death' 'hell' and so one.

Activity Score 1430
Graphic Designer |

...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam

afictiv's picture

i like it! for a smoker with or without children, it has a point! doesn't matter if the execution looks like something done before for something else, the idea express the very painful truth!

Activity Score 2
Art Director
Roberleiton's picture

Una propuesta muy interesante

Activity Score 12
Graphic Designer
boRn2tRy's picture

boring . . .



Activity Score 42
Art Director
Guest's picture

You non-smoking fags need to shut the fuck up. Its our choice to smoke, we made it. Its not like we think that cigarettes are full of vitamin C or anything. This is retarded. Oh my god smoking causes cancer! no shit! I know this and i still smoke. I DO NOT CARE! i am a smoker and i love to smoke. So stop spuing your retared facts out at the smoking community. ASS HOLE.

kespeth's picture

This post needs to be removed, it is sickening, disgusting, and trolling, all of which , IIRC, are violations of the Terms of Service.

Activity Score 2
Guest's picture


Guest's picture

... seems to me, that you already smoke to much. *muhaha*

Guest's picture

I'm not upset about the post. Facts are facts. but u can't stop people from smoking with things they already know I am an ex smoker and I recommend for those who do smoke u don't enjoy it it taste bad its gross and if u could stop u would its just the drug addiction to nicotine that makes u the way u are :( i was there for 19 yrs and proud to say I'm quit and will never go back

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