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Ex-smokers have outnumbered current smokers in the U.S. for some years now. As such, it’d be silly to treat smokers as helpless pawns of Big Tobacco, though that has been the implication of many anti-smoking ads. While it’s not easy to quit the habit, smokers have free will, just like other people, and new spots for the American Legacy campaign (by GSD&M Idea City) tap into that fact in an engaging, non-hectoring way. They point to choices smokers make as a matter of course and ask them to make one more.
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