If this ad doesn’t make you want to quit smoking, nothing will

A Thai PSA is using a novel method to try to convince smokers to put down their cigarette packs—and it’s doing a pretty damn good job.  

The ad, produced by BBDO Proximity Thailand, is called “The Message from the Lungs.” The ad shows a thick black ink swirling around, which we learn is made from the lungs of deceased smokers.

“By cooperating with Faculty of Medicine, Chulalongkorn University, we are successfully extracted black substance from smokers’ donated lungs and made it into ink,” BBDO wrote. “Then bottled and distributed them in public space for people, especially current and potential smokers to see how smoking can harm their lungs and their bodies, and also convince them to quit sooner.”

If that doesn’t convince people to quit smoking, we’re not sure what will.

Screengrab via BBDO Proximity Thailand/Vimeo

Marisa Kabas

Marisa Kabas

Marisa Kabas is a lifestyle reporter and activist. Her work has been published by Fusion, Fast Company, and Today. She’s also served as an editorial campaigns director for Purpose PBC, a social movement incubator.