Client:

Health Education Council

The Judge's verdict

"This image retains its shocking power even though it comes from way back in the mists of time. A time when TV and newspapers were black and white. A time when even radio was black and white. In my view, it's one of the cleverest ad ideas of all time. And the visual is stunningly, heart-breakingly original. This ad really does **** with your head. Which is kind of appropriate, given the brief."