The goal for this advertisement was to get the attention of social smokers and hopefully change their perspective about what being a “smoker” really is. This ad points out how smokers have no control with their actions when it comes to smoking, especially social smokers who have this delusion about themselves not being smokers.
The copy written is meant to get young adults, specifically, to realize that even though they may only smoke on the weekends or with their friends that doesn’t change the fact that they are a smoker. The images here show a young woman looking at herself through a mirror effect to show that she is seeing herself in the mirror as someone who isn’t a smoker, when that’s not the reality of it all. The concept behind this composition is to make it appear more like an “illusion” which explains the typographic effect being the word itself and the surreal nature behind the mirror effect.