Mat Humphrey asks the question for NSW Cancer Institute

Mat Humphrey has directed a new anti smoking spot for the Campaign Palace, Sydney which continues to draw attention to the graphic warnings on cigarette packs by highlighting the real behaviour of many smokers at point of purchase. “It’s a definite change of pace from some of the more recent ‘in your face’ ads such as the mouth cancer and gangrene tvcs but still a hard-hitting health message” says TCP chairman and executive creative director, Paul Fishlock.

• View "Which Disease" here