Client:

Health Education Council

The Judge's verdict

"Rather than leaf through old D&AD annuals, I let my mind wander back through the press archive and this ad sprang into view. I love the way it kills the notion the tobacco companies were hoping to put across - that some cigarettes are probably OK.

"It's a brilliantly simple idea achieved through something rare in press advertising: a demonstration. And when I stopped smoking Gitanes, I didn't switch to Marlboro Lights, I just stopped. So congratulations and thank you."