Drug & Alcohol Services SA creates a skin-crawling ad to encourage people to quit smoking

Drug & Alcohol Services SA and creative agency Hybrid have created a campaign encouraging people to quit smoking.

In the first campaign film when a man begins smoking a cigarette, hands appear under his skin moving around his body to imitate the internal, invisible health issues that arise from smoking. Eventually the hands move up to his neck and begin choking him.

The second campaign takes a slightly more positive approach, listing the immediate ways the body can recover when a person quits smoking.

The film shows a man’s life progressing from 20 minutes after quitting, to two days, two weeks, one month and then five years.

Hybrid managing director, Rob Porcaro, said in a statement: “This is a significant moment for both Hybrid and the broader advertising industry in this state.

“It’s a genuine success story for South Australia in general and I’m very proud of the campaigns we’ve delivered. The quality of this work proves that a South Australian agency like ours can produce world-class content and there’s no need to look beyond our borders to achieve a premium result.

“The smoking cessation message is also a hugely important one for all South Australians and we feel privileged to be given the opportunity to deliver it by Drug & Alcohol Services SA.”

Hybrid creative director, Craig Jackson, said: “I cannot thank the entire team enough. Our clients, for their belief in the concepts; our internal staff, for pushing themselves to meet the challenge; the film and post-production teams, for their dedication in creating work that South Australia can be proud of.”

“Ultimately, our goal has always been to motivate smokers to want to give up – and we believe these campaigns can help achieve that.”

In 2017, Cummins & Partners entered a joint venture with Hybrid, merging its Adelaide office with the independent agency and rebranding to Cummins Hybrid. A year later Cummins & Partners withdrew from the arrangement and Hybrid founders Rob Porcaro and Craig Jackson regained full ownership.


Client: Drug & Alcohol Services SA (DASSA)
Client Contact: Kirsty Mudge – Senior Project Officer

Agency: Hybrid
Managing Director: Rob Porcaro
Account Director: Lisa Jesse
Creative Director: Craig Jackson
Creative Team: Arwen Lindemann, Francesca Trimboli, Nick Milde
Agency Producers: Richard Wright, Leigh Beissel

Production Co: Firebox Films
Producer: Leona Cichon (‘Recovery’)
Director / DOP: Aaron Gully
Editor / Colourist: Sam Mathews / Jon Holmes (‘Recovery’)
3D Artists / Colourist: Mark Dixon / Rob O’Neil (‘Don’t Let It In’)
Audio: Justin Astbury (‘Don’t Let It In’), Justin Astbury / Justin Pounsett (‘Recovery’)


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