Smokers flame out in Swedish student spot

This student work from Sweden reveals a serious hidden danger of smoking: that it causes you to spontaneously combust at parties! Young people are getting used to catching on fire like this—it's been happening to skateboarders, too. But from a smoker's point of view, this is infinitely worse than another recently revealed side effect of smoking: that it causes people near you to catch on fire. "The metaphor, that smoking would be like setting fire to your own body, inspired and scared us at the same time," say the creatives behind the ad.