Transcripts of TV Ads - "Light" and "Mild" Cigarettes

Cocktail Transcript

The camera opens in a bar and quickly moves toward a man sitting at the counter. The camera advances on the man who holds something in his hand. As the camera zooms on the fist, we see that the man is squeezing cigarettes. A thick dark liquid leaks out of his fist and runs along his wrist.

Announcer: "Benzene, formaldehyde, hydrogen cyanide, carbon monoxide, tar… These chemicals and many more are found in the smoke from regular cigarettes AND those labelled light and mild by the tobacco industry".

The liquid falls into a glass on the counter. As the man continues to squeeze the cigarettes, more liquid fills the glass.

Announcer continues: "It's a deadly brew, no matter how you label it. It's time to see cigarettes for what they really are."

The man stops squeezing and drinks the contents of the glass. Once he has emptied the glass, he exhales cigarette smoke.

The screen turns black.The following words appear: "Light and mild? Deceptive and deadly". The voice-over echoes those exact same words.

The phone numbers and Internet address appear : For more information, contact 1 800 O-Canada (1 800 622-6232) www.healthcanada.ca/tobacco .

When the Canada wordmark appears a different voice says: " A message from the Government of Canada".