Product: Hong Kong Council on Smoking and Health. Title: Smoke-free Workplace. Ad agency: Triangle Pacific (of the Triangle Worldwide Group). First impression: disgusting. Idea/storyline: this is a serious ad about our right to demand a smoke-free environment in our professional and personal lives. One of two in a series (the other is entitled Smoke-free Restaurant), the ad opens with a young male office worker sitting in front of a computer and chewing gum. A female colleague walks in and he spits the gum into her hand. She puts it in her mouth and heads to the office pantry, where she passes the gum to another colleague. In the final scene, their boss is smoking in a meeting room. A gum-chewing co-worker approaches him and suggestively blows a bubble, before offering her gum to him. Disgusted, the manager says: 'Are you kidding?' The co-worker replies: 'No, I am not kidding. You force us to breathe second-hand smoke!' The ad ends with the message: 'Reject second-hand smoke. Demand a smoke-free workplace.' What the ad man says: the executive creative director of Triangle Pacific, Rodney Tam, says: 'Our brief was straightforward: [come up with] an original idea for anti-second-hand smoking, with a stress on the word 'original'. Our team spent a night viewing all the anti-smoking television commercials from the United States, Europe [especially Britain] and Australia. Surprisingly, there were lots of copycat, me-too ads. We wanted something original, so decided to go straight to the heart of our audience, whether they are smokers or non-smokers. We didn't want to be biased ... our message has to be universal and something that has long been in everybody's heart; we just helped them to rediscover this message.' Does it work? The idea certainly sticks. But ... avoid the ad at meal times; it's an appetite killer.