TV ad: Anti Tobacco League: I Can’t Wait Til You’re Legal

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Top 6: January 28th 2015

Oli + Alex (Oli Beale and Alex Holder), creative duo and professional troublemakers, launch Us V Them, a new campaigning platform that aims to harness the skills of the creative industry to tackle pressing social issues. Over the course of 2015, Oli and Alex want to bring together fellow creatives under the Us V Them banner in a collaborative project to target some of the world’s biggest bad guys and effect positive behaviour change. First on their hit list is big tobacco. The “I can’t wait til you’re legal” video, which launches today shines a light on the tobacco industry’s reliance on young generations of smokers taking up the habit. Designed to be shared with teenagers on their 14th birthday, it depicts a middle-aged tobacco executive counting the days until 14 year olds are ‘legal’ and includes an unforgettable rendition of ‘Happy Birthday to You’.