WATCH: Canadian Ad Equates ‘Social Smoking’ to ‘Social Flatulence’

A Canadian public service announcement is grabbing attention for comparing social smoking to social farting, but critics wonder if it gets the intended message across to viewers.

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As any four-year-old can tell you, farts are hilarious. Which is why we’re not sure whether this Canadian anti-smoking campaign is adequately conveying the seriousness of the problem it’s trying to tackle in the above ad spot, which equates “social smoking” with “social farting.” But boy, is it funny. (Warning: Video contains gross farting sounds and is probably NSFW, especially if you work with a lot of four-year-olds.)

The public service announcement from the Ontario Ministry of Health is part of its “Quit the Denial” campaign, which aims to get people to give up cigarettes, according to Adweek.

The TV spot has one young woman rejecting the idea that she’s a “farter,” but instead calls herself a “social farter,” saying, “Just because I fart at parties now and then, it doesn’t make me a farter.”

(MORE: Colorful Way Tobacco Industry May Be Skirting Labeling Rules)

The young woman is, of course, in denial — like people who claim to be “social smokers” and insist they’re not addicted, Adweek explains.

The Quit the Denial campaign is from advertising agency BBDO’s Toronto offices and directed by the Perlorian Brothers – the same Canadian duo who worked on Volkswagen’s Super Bowl Game Day teaser “Get Happy.”

Although the campaign’s TV spots are a change from the typical anti-smoking ads – there’s another one called the “social nibbler” – critics have said the videos don’t convey the right message, the Daily Mail reported.  Jezebel commented that the ad is “clever,” but asked, “Doesn’t it kinda make social farting look kinda…cool?  And Adweek, in a fairly epic attempt at flatulence-related punnery, wondered if the spot was “too light and insubstantial, lacking substance—like, oh I don’t know, a passing wind, perhaps?”

(MORE: Bloomberg Cigarette Plan Gets Praise, Criticism

9 comments
roknsteve
roknsteve

Stink is stink and smoke is smoke.  And having to smell it is no joke.

PeterSavage
PeterSavage

Are you kidding?...lets ask 100 people...No, lets ask one million people..."would you rather inhale someone's fart or their second-hand smoke?"...the answer I am certain would be ALL one million saying..."second hand smoke"...

Do I fart in public?...yes...but when it happens it is very rare, totally accidental and very embarrassing...do I blow smoke at people...yes...but when it happens it is very rare, totally accidental and I am made to feel embarrassed by it.

Not too long ago, smokers used to keep their cigarettes in their front shirt pocket or on a table in front of them ( for all to see )...not anymore, because they are made to feel embarrassed...they hide them now.

Would you or your government create the same social issues towards obese people, who have similar concerns. Make them feel embarrassed for their bad habit?...I am certain if similar ad's were created towards them, there would be an uproar.

I understand the desire to stop people from smoking, but I am more concerned with the recent "politically correct" movement that goes so far as to use insults to get their way.

Shame On You

Hollywooddeed
Hollywooddeed

Farting is funny at any age.  There's noting about farting that's not funny.  Love this commercial.

metalkiwis
metalkiwis

@PeterSavage 

Oh shut up. Nobody cares about your desire to smoke. Having a smoking habit comes from smoking, which is totally controllable  Not every weight problem is. It's a stupid analogy and you should feel like an idiot for using it.


And I'd much rather have to smell someones fart than get a lung-full of disgusting and dangerous cigarette smoke, so there goes your stupid made up conclusion that everyone sees things the way you do.

PeterSavage
PeterSavage

@metalkiwis @PeterSavage ...Thanks for making my point...it's this constant rudeness and attacks that bother me more than anything...most people that smoke do not want to...it is a bad habit that is hard to stop. In the same sense, most people that overeat do not want to, it is a bad habit that is hard to stop.

If you can't see the similarities then I can't help you...and when you speak to someone the way you just did to me...you don't make me look bad...you make yourself look like a jerk.

elanajoy
elanajoy

@PeterSavage @metalkiwis I can see how that would be frustrating, but behavior gets curtailed if it is socially shunned. When I was growing up (not too long ago, I'm 27) I thought smoking was cool. My daughter (and hopefully her generation) thinks smoking is gross. I would venture to say that if you are honest with yourself, you will feel that your embarrassment for a hard to stop habit is a small price to pay to save others from the same fate? Would you rather your 5 year old niece think your habits are cool or gross? That is all it comes down to. Good Luck Peter in all your endeavors!