If I was to believe the team on ‘11 Minutes’ – anti smoking AV, then much before the SIN TAX by the finance minister in the coming budget, there is a steep escalation in the minutes of your life you lose by smoking. Earlier estimates while I was growing up used to be 2 minutes but this AV informs me that it is 11 Minutes.
This is the first good anti smoking ad after a long time. As per the team behind it, to bring to life this Anti smoking ad- 11 minutes- A dying man’s wish, and the last 11 minutes of his life, Sunny Leone, Alok Nath and Deepak Dobriyal come together with a smoking hot message. And I have no reason to disagree with them.
The casting is almost perfect with Dobriyal and Sunny, though Alok Nath is something we have seen and is not a surprise. The flickering bulb, the blushing Doberiyal and the more than flirty Sunny- a perfect combination.
WTF WITH NO SMOKING SCENE.
NO OVERT COUGHING.
NO TAR. NO LUNGS. NO CANCER THREAT.
Everything done so well. HATS OFF TO THE TEAM.
The ad is directed by Vibhu Puri and produced by . Aneel Murarka & Manish Murarka Further credits Story, Screenplay & Dialogues: Ankit Sharma , Manish Bhatt , Vibhu Puri. Story Idea: Jeet Mody. Creative & Executive Producer: Harshit Desai. Creative Director: Ankit Sharma. Production Company: Escaping Elephant. Post production: After Studios Music Conceptualisation: Manish Bhatt. Composer: Rooshin Dalal
Here are my three favourite anti-smoking ads.
First in the list ‘Be kind to the smokers they don’t have much time to live’ as one of. Only then it was 7 minutes lost for each of the stick one smoked.
Definitely this was the winner- ‘Women feel safe with men who smoke- smoking causes impotency’
Add one can not forget ‘How would you feel when a child smokes’
Watch the Thai version
Anti smoking, Breast cancer, Cruelty to animals etc are always suspect for awards. In this case knowing the teams, I am sure that this is not the case. But, a release today ( 23rd Feb) at CINEPOLIS, Andheri West- Mumbai, not a Friday- when a new movie is released makes one thinks twice. Have they managed some of the deadline for the award season too.
Jokes aside, this takes on ills of smoking is a phenomenal move. Maybe the inspiration for ’11 Minutes’ came from the novel by Paulo Coelho- rather than any scientific fact.
Now when Chachi ( Father’s younger brother’s wife) – Sunny Leone tells you to stop – maybe you have one good reason to do so.
I know I am digressing, but id that statement was ‘Who teri bhabhi hai pagley’– ( she is your sister in law stupid) it would have got much better connect with the audience. And maybe SAAB TV would give it many reruns as a promo for their show ‘Who teri Bhabhi hai pagley’.
This takes us away from those FEAR inducing unnatural coughing episodes that one is subjected before films in the theatre. It is a different thing that there is some research to prove that such messages actually enhances craving for a smoke. Right- Martin Lindstorm. But hopefully the new ’11 minutes ‘ will help stop the new entrant in the category than the -Tobacco control cell ads.
But anyways, it is not that we have always been exposed to the medicated jarring anti smoking ad- like the dripping TAR from a sponge by the Tobacco control cell.
We have had a good thought not well executed- ‘If you want to die of smoking- don’t make us smoke passively’
Maybe it will be good for the government to call for ANTI SMOKING scripts and allow a high powered jury from the industry to take the call, Invest in making it well and then use the tax payers money to screen it.
I always held that it is better to expose a well made AV less number of times than to run a bad creative lot many times. Something that even clients in other categories must realise.