This ad was created by Suit Supply, a company that knows its marketing! Not only do they have shops that run like clockwork – very smartly combining operational excellence with customer intimacy – they also have a good feel for advertising. And though this word joke is a little too obvious, the execution is perfect. The high level of sophistication – the shoot was done by house photographer Carli Hermès – combined with the provocative character give it its stopping power and word of mouth potential! In fact, the buzz has already started; Stivoro, the national anti smoking body, is not happy with it and looking into filing a complaint! And of course that is sexy news that travels fast. So ironically Suit Supply will love them for it.