Anti-smoking/tobacco ads come in all shapes and sizes. Starting from your run-of-the-mill frail dying man right before that multiplex movie, some tar filled sponge to a dad who's being judged by his own kid, the creative folk in the advertising industry have given us almost everything (there's a fair chance most of them think of these ideas over cigarettes... and there's nothing wrong with that. It's mostly about clients, their money and their business). But this one PSA seems to have nailed it. Why? Because they're right. Smoking is a deal we make. A contract we sign where we give up certain privileges, like good health, great company, space, etc. And at the end of the day, whether we choose to go down that path or not, the decision is solely ours. Feels nice when an ad treats you like a clever person and doesn't spam you with emotions but rather uses logic.