Thailand-based BBDO Proximity agency created this eerie anti-smoking ad called 'Message from the Lungs.' The ad agency worked with the the Chulalongkorn University's Faculty of Medicine to extract a black substance from smokers’ donated lungs, which was used to make ink. The ink was then used in this commercial to raise awareness among smokers about obtaining chronic illnesses.
Message from the Lungs makes writing a permanent message in ink a literal statement. The commercial directly addresses those who already smoke by showing them what is happening inside their bodies. As the "ink" builds up inside their lungs, it increases their chances being diagnosed with cancer or another lung disease.
Using bodily substances to create ads is an emerging marketing tactic that has also been seen in Vangardist Magazine's recent HIV ads. In order to address the seriousness of these chronic illnesses, it is vital to show people the harsh results of their unhealthy habits.