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Latest NYC Smoking Ad Unnerves Viewers (Again)

2009_04_spe.jpg The NYC Department of Health has taken an aggressive approach to promoting the benefits of not smoking. This week, it focused on how a pack of cigarettes will now cost over $9, thanks to a federal excise tax, and offered free nicotine patches for the day to help encourage smokers to break the habit.

The Health Department also revealed the latest in its provocative anti-smoking advertisements. After previously featuring a man whose larynx was removed and a woman whose fingers were amputated (due to smoking-related illness), the new commercial features a little boy who starts crying when he's separated from his mother and asks, "If this is how your child feels after losing you for a minute, just imagine if they lost you for life.”

While some people wonder if this heart string-tugging ad is effective—or exploitative, advertising agency founder Donny Deutsch told Matt Lauer on the Today show the ad was brilliant: "A great ad is a one-on-one sales pitch. Say you smoke. If I said to you, ‘Matt, stop smoking, it’s going to hurt your lungs.’ But if I say, ‘Hey, Matt, you’ve got kids, how about if your boy’s team won a Little League game without his dad?’, that’s going to get to you." And in spite of a little boy being made to cry for the commercial, Deutsch said, "Kids are very good actors. Maybe sometimes they make a kid cry, but if it saves 20,000 lives for five seconds of crying, I’ll take it."

The ad was made in Australia for Cancer Council Victoria, whose spokesperson gave some insight about the ad's production to the Daily News. Besides child protection officers being on set and all others in the ad being actors, Edwina Pearce explained, "We didn't do anything dastardly to make him cry. He did get upset, but it was about a 10-second period that he was upset for and then his mother came back and gave him a big cuddle and everything was happy again... When the ad was shown here, we had the biggest number of calls to our local quit-smoking help line. The most important thing to us is that the ad inspires people to quit smoking."

Health Commissioner Thomas Frieden said in a press release, "When parents smoke, they put their child's future in danger. Every parent fears dying young and leaving children behind, but parents who smoke are more likely to have this nightmare come true. Smoking can kill you and it can harm your child as well."

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  • My child runs out of the room screaming each time one of these ads comes on TV....Don't get me wrong, the message is clear to take care of yourself, but on a Saturday morning when cartoons are on WPIX 11....That's just flat out wrong for these people to have these ads on TV fully knowing that children will stumble onto them.
  • JanetG

    Child actors are made to demonstrate emotion all the time, and I'm sure techniques like these are used to manipulate these actors--they would have to be. The critics can't take how gut-wrenching the ad is.

  • robingee

    Donny Deutsch? He solved my tax problems for just twenty dollars! TWENTY DOLLARS!

  • Jen S

    Certainly these ads are gross/upsetting, but these are the facts of life. Easy enough to ignore until it's your everyday.

  • retrovertigo

    I hate these. I really do.

    I know smoking is bad, that's why I ration my cigarettes and keep it to a pack a week. i've kept that up for years. It's hard not to smoke when you're in college. I don't plan on smoking forever, I know that I wont smoke when I have children.

    I mean, shit, whenever I have a cigarette and walk by a child, I walk farther away and hold my breath.

    I'm not ready to quit now. I like smoking. I enjoy my cigarettes. If I didn't like them, why would I consume them? I don't want to quit and nothing is going to make me quit until I am good and ready. That is just how it is for me.

  • asg749d

    I remember being 8 years old in the early eighties when I learned, thanks to the comments of one of my teachers, that smoking cigarettes could cause cancer. My father was a heavy smoker and I became immediately concerned. I would tell him repeatedly what my teacher told me but he never listened (or simply could not because of the addiction). 20 years later I lost him to lung cancer and, even though I was an adult already, I could not help feeling inside like the little kid in this ad. I did not cry when he died, but two days latter while in mass celebrated with his body present, I could not contain the tears anymore. To my surprise, I did not cry because he had died, but because my mother was left alone and my younger brother, his favorite, no longer had a father.

  • great ad!

  • Barbj8

    I believe that kids who are exposed to second hand smoke can be addicted to tobacco themselves. They don't have a chance.

  • freddynyc

    Geez, you have to wonder what they said to the kid to make him cry like that...

  • Clarice City

    How about an ad where a girl is talking on her cell phone and walking down a crowded sidewalk flicking her cigarette carelessly into the wind while burning hot ashes fall into baby carriages?







  • tmz is evil

    Often you'll see conservatives bitching about losing our "freedom" if you have the nerve to tell them they can't smoke in the car with their kids.



    It's not Conservatives who bitch and moan about civil liberties; it's libertarians, who often pull the "freedom card" whenever a law threatens to curb something they like or force them to acknowledge some form of social responsibility. If they sound like conservatives, it's because they've gotten lame and taken a page out of their handbook by scapegoating liberals for everything.

  • tsol

    Doughboys in World War I called cigarettes "coffin nails" and that was 90 years ago.

  • Atomische

    Addicts are rarely guilted into giving up a drug, which this ad tries to do.

  • protopop

    That kid seriously looks like Rue McClanahan.

  • freddynyc

    Hmm, a Golden Girls fan - I won't make any "judgements" based on that...

  • protopop

    Freddynyc: LOL. Your judgments would likely be correct.

  • I don't smoke and never have, but this ad seriously freaks me out every time it comes on!

  • George Myers

    Could this be another agency expense like "I Love New York" paid to an Atlanta, Georgia advark? I think it doesn't look like NYC at all, but I find often things that purport to by NYC aren't, maybe it's Vancouver? Canada? Where they also grow tobacco? Don't really see the connection, maybe a Weegee shot of a burning building would work better for affect...

  • ohhleary

    Did you bother to read the article? It was commissioned by an Australian anti-cancer group, and was repurposed by New York. New York merely paid for the rights to the ad, not the production.

  • George Myers

    I think, or it was the years of smoke in my eyes, I stopped smoking using the nicotine gum from New Zealand, half the price of US gum even with airmail, the article was in a shorter form when I wrote that. I read the Sunday "Daily News" this afternoon and learned it was from Australia. It might be an addendum?

  • George Myers

    I didn't mean to sound flip either. Alarming statistics I saw on our US troops consumption of cigarettes in Iraq. Way above the average of the general population. That was a few years ago though. Maybe it's changed. K-rations in WWII often had a few "looseies" (cigarettes) in them. Today MRE's, some with tiny Tabasco bottles, don't come with them in the actual meal I believe.

  • George Myers

    I once studied film with Paul Sharits who sort of showed that the words on film are as good as dialog in aural language. If you follow the words in this ad they show "East West" and just behind the "tyke" "Hydrant" and "Hose Reel" at least as I recall seeing it again during WCBS news last night 11:00-11:30. These words are not usually in my culture's printed public display as shown, that I think is why I thought it was from somewhere else, and think if NYC wanted one it could make one for itself.

  • babyhitler

    parents who smoke don't give a shit about their kids or humanity. If they did they wouldn't be smoking.

  • babyhitler

    yes. I am the perfect weight for my height and I don't drink at all. I'm not self- righteous, just righteous.

  • BxTiger

    Are you the perfect weight for your height? Do you have more than three drinks per week? Be careful of your self-righteous condemnations of others... one day you WILL be on the other end of that equation.

  • jules1000

    if someone is overweight or drinks too much, that doesn't affect MY health. If someone smokes in front of me, it DOES affect my health.

    My parents exposed me to second hand smoke for the first 15 years of my life, and I have a hard time forgiving them for their selfish behavior.

  • Gothamist_Cynic

    Great ad. It gets the point of course.

  • shovel

    It's the saddest ad I've ever seen, and I'm not even much of a kid person.



    I did lose a parent to cancer that began as oral cancer, and the evidence pointed to cigarettes as the catalyst. The first appearance was in the mid-80s, when information on cigarette health risks was still not very mainstream (and she had already quit a few years before). Who knows if this kind of evidence was available in the 70s (when quitting might have been more beneficial in her case), but locked away by big tobacco companies.



    Often you'll see conservatives bitching about losing our "freedom" if you have the nerve to tell them they can't smoke in the car with their kids. No one is trying to take your personal liberties away, but the kid doesn't have a say in the matter. We are all aware of the risks involved with smoking, drinking, fatty foods, etc. and should be able to do as we please, provided we're at least AWARE of the possible consequences. I've never been a smoker, but am not in the least judgmental if people chose to do so (as long as you keep the smell to a minimum at work, please). However, with access to such damning evidence, you'll find that more people at least have the desire to quit. This ad will hopefully help more people take that first step, and continue to undo more of big tobacco's damage in their eagerness to suppress information.



  • MidCFrank

    ummm -- warning labels went on cigarettes in 1966 -- It was old news by the 70's.

  • Gothamist_Cynic

    You guys should watch Mad Men :D

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