A PSA that was part of many folks generation and that scared audiences back in 1985, this American Cancer Society commercial was directed by the future
director of "Se7en" and "The Social Network", Mr. David Fincher and that's a first one for him - his previous projects were some handful music videos, to which he perfect in the following years until the movies come his way.
One long take with a camera panning back to reveal a featus smoking inside his mother's womb and with a voice-over that warns viewers (future mom's, really) about the dangers of smoking during pregnancy.
Very insightful, carefully made by Fincher (nice effects, the baby does look real but that was one giant cigarette) and
good enough to cause impact - midly so today because cigarette promos no longer exists and cigarette packs carry warnings about the product's risks and their
possible effects on smokers and those around them. At that decade, it was still "cool" to smoke but in more progressive years the decrease of consumers dropped considerably and it's thanks to those PSA's that a large number of people either quit the habit or never began to try it.
ASC and this Fincher ad was effective, released
on the same year as Yul Brynner's own mobid video - also made by the same institute. 9/10
