I don't really understand where these new "Become an ex" anti-smoking spots (from American Legacy, the NATC, the Ad Council and GSD&M Idea City) are coming from. The premise seems to be that ex-smokers need to relearn how to bowl and operate forklift trucks. (See the forklift ad after the jump.) I say: As long as they're making life changes, why not aim a little higher? Take up squash, or shoot for a job in middle management. I suppose that would be difficult, though, as recently reformed nicotine addicts are clearly awkward, dangerous and stupid. At the very least, get that one guy away from the heavy machinery.
—Posted by David Gianatasio