Four teenagers are standing outside a party, smoking.

"Shit, I feel so grown up when I smoke", says one of the girls. "Did you notice how I'm holding my cigarette?" says another girl. "I've been practicing a hell of a lot at home", she continues.

"I’m trying to look as if I’ve been through some tough shit", says one of the boys, leaning against the wall...And now I’ll put out my cig like a badass".

They put out their cigarettes and walk back in - except one. "I’m gonna stay and smoke another cig, then it’ll look like I'm totally addicted", he says. A new girl joins him for another cigarette. "I’ll probably throw up, says the guy. The girl agree that she probably will too. I’m rebelling against my parents, says the guy. "Oh, awesome", the girl exclaims. The film ends with the caption: "Really, why smoke?"

In spite of countless campaigns against cigarettes, 20% of young Danes smoke and the number is rising. The Danish teenagers mostly smoke to fit in and to create the right image in real life and on social media. They are all well aware of the health issues, however, for a 15-year old, that problem is way too abstract. Therefore the campaign is not about lung cancer and other health issues you’ll might have to face for years in the future. The campaign is all about the social reasons for smoking and the role it plays in boosting your image.

The tone: In Denmark, we love irony and sarcasm, which can often be lost on foreigners. This campaign is not ironic as such as the actors are making truthful statements. But the way they speak catches you off guard, and the tone, therefore, lies close to the Danish humor.