How to get four-year-olds to smoke
Dr Mumbo is concerned that Gen Z may not be quite as smart as PHD’s Midwich Cuckoos ad may have implied.
The evidence? This, sensibly dismissed, complaint to the Ad Standards Board about an anti-smoking message which encourages quitters to think of their willpower as a muscle to be exercised:
“My son who is nearly 4 tells me and also other family members that he is going to get a cigarette and start smoking as he will get stronger.
everyone knows the only way to advertise smoking these days is via anti-smoking smoke screens…
And my Aunty Jean refused to drink milk when she was little because she saw a billboard that said “Milk Makes Men”.
Thank God my grandfather had the sense to explain it was an allegory and not literal. Maybe “Mrs. Mum Of Nearlt 4 Year Old” should have done the same rather than writing to the ASB.
This is the first anti-smoking campaign in a long time that models successful behaviour. According to neuro-science the typical scare tactic anti-smoking campaign actually reinforce smoking, so this has got to be commended. Thanks goodness common sense prevailed.
As a person who is currently quitting smoking, this is the first ad that has actually encouraged me to do so. Although it is concerning what this ad may represent to children, (which I am sure good parenting can clear up quickly) I hope they continue to produce more ads along these lines and move away from scare tacticts as those ads did nothing to encourage me or support me to quit.
I’m with Di-it’s a great ad and has been very helpful with giving up. I do feel for that young boy though. Mum’s a goose!