"We all have to die of something” is a convenient way daily smokers dismiss the dangers of smoking. While true, daily smokers don’t think about the details of dying - they just assume it will be dignified and painless. However, when forced to think about it, people find the idea of their death being characterised by pain and suffering to be more challenging than death itself.

Therefore, this TVC shifted the focus from death, to the long-term suffering and pain endured by those dying from a smoking related illness. The message to daily smokers was that while quitting is hard, suffering the consequences of not quitting is far harder.