The Thinkbox Academy judges made the ad, which was created by MCBD, a runaway winner of the June award. Honda's 'Jump', created by Wieden & Kennedy and Carlsberg's 'Goal celebration', created by Saatchi & Saatchi, were second and third respectively.
One year on from England's ban on smoking in enclosed public places, there is an above-average smoking prevalence among blue-collar workers.
As part of its ongoing £5m "tobacco control" campaign, the government aimed to confront this audience by juxtaposing two important aspects of their life -- smoking and family.
The Department of Health wanted to highlight the fact that children are more likely to smoke if their parents do.
The hard-hitting TV ad, created by MCBD, opens with images of parents enjoying a supposedly covert cigarette in various locations outside their house, such as the front doorstep or over the garden fence.
The action then moves to a child pretending to puff on a pencil in imitation of their parent. The execution reveals how parental behaviour influences children and that smoking surreptitiously is not enough to hide the habit from them.
The ad finishes with the strapline: "Smoking, don't keep it in the family."
The thinking behind the work was to dramatise the fact that children are suggestible and that, perhaps not surprisingly, the offspring of smokers are three times more likely to become smokers in later life.
Richard Chataway, acting senior integrated campaigns manager, tobacco, at the Department of Health, said: "It speaks to smokers in an adult way. It challenges whether being a responsible smoker and a parent are compatible."
To see the full shortlist and view the winning entry, go to www.thinkbox.tv/thethinkboxes.
Client
Richard Chataway
Marketing director
Paul Brewer
Brief
Position smoking as the family's enemy
Creative agency
MCBD
Creative team
Richard Stoney, Dave Hobbs
Director
Chris Palmer, Gorgeous
Media agency
Mediaedge:cia
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