All dressed up and nowhere to go

Fashion ads are all about cool detachment, but in this fashion-spoofing anti-smoking work from Foote Cone & Belding in Singapore, the detachment and the chill are brought on by death itself—which has caught the model shown here in a curious Civil War battlefield-type pose. Other headlines in the series: “Lung cancer doesn’t go with Christian Dior” and “Out: cervical cancer. In: tulle.” The ads send viewers to a Web site, Get Fresh, that has a completely different vibe—sunny and cartoony—and includes chatty blogs by ex-smokers.