The social farter

A Canadian anti-smoking commercial plays on the old ‘Do you mind if I smoke? No, do you mind if I fart?’ gag with the story of a young woman who only passes wind in social situations. So that’s OK then

A Canadian anti-smoking commercial plays on the old ‘Do you mind if I smoke? No, do you mind if I fart?’ gag with the story of a young woman who only passes wind in social situations. So that’s OK then

The ad, by BBDO Toronto for the Ontario Ministry of Health, plays on the phenomenon of the ‘social smoker’, habitual stealer of cigarettes and terminal self-deluder. It’s a nicely directed spot with strong performances but, in these days of horrific tobacco packaging carrying graphic images of gangrenous limbs, it all feels very gentle. Now that smokers are treated like pariahs, condemned to pursuing their nasty habit in hudles on street corners, can you really embarrass someone into giving up?


Agency: BBDO Toronto
Client: Ontario Ministry of Health
Copywriters: Nancy Crimi-Lamanna, Tony Lee
Art Director: Deborah Prenger
Director: The Perlorian Brothers
Production Company: Soft Citizen


CR in print
The March issue of CR magazine celebrates 150 years of the London Underground. In it we introduce a new book by Mark Ovenden, which is the first study of all aspects of the tube’s design evolution; we ask Harry Beck authority, Ken Garland, what he makes of a new tube map concept by Mark Noad; we investigate the enduring appeal of Edward Johnston’s eponymous typeface; Michael Evamy reports on the design story of world-famous roundel; we look at the London Transport Museum’s new exhibition of 150 key posters from its archive; we explore the rich history of platform art, and also the Underground’s communications and advertising, past and present. Plus, we talk to London Transport Museum’s head of trading about TfL’s approach to brand licensing and merchandising. In Crit, Rick Poynor reviews Branding Terror, a book about terrorist logos, while Paul Belford looks at how a 1980 ad managed to do away with everything bar a product demo. Finally, Daniel Benneworth-Grey reflects on the merits on working home alone. Buy your copy here.

Please note, CR now has a limited presence on the newsstand at WH Smith high street stores (although it can still be found in WH Smith travel branches at train stations and airports). If you cannot find a copy of CR in your town, your WH Smith store or a local independent newsagent can order it for you. You can search for your nearest stockist here. Alternatively, call us on 020 7970 4878, or buy a copy direct from us. Based outside the UK? Simply call +44(0)207 970 4878 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.

CR for the iPad
Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app will also update with new content throughout each month.

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