The key message from the quite clever Ontario 'Quit the Denial' campaign, is "Social smoking is as ridiculous as social farting".
'Just because I fart every now-and-then doesn't make me a farter':
In the video, the female 'social farter' is placed in the psychoanalyst's chair, and justifies her 'social flatulence' by saying that it's just a means to 'fit in with the crowd'.
She says, "It's true that I fart.... I really only do it when I hang out with my friends that fart. We hang out, we drink, we dance ... just have some fun being together... farting".
Watch the Video:
According to media reports, the campaign is "obviously intended to juxtapose the supposed `coolness' of smoking with flatulence, the campaign is being billed as a "gentle" poke at smoking in the face of widespread graphic tobacco warnings".
'Social smoking is as ridiculous as social farting':