For generations, smoking among youths has been a problem.The statement of coolness associated with smoking is very difficult to get to. An issue that the non-profit organisation "A non Smoking Generation" has worked with for almost 40 years.This ad illustrates what it looked like in an ordinary schoolyard back inthe 1970s. Then, the colour intensifies, a mobile phone rings and suddenly it is present time. A wake-up call for grown-ups up to understand that nothing has changed in the teenager's world when it comes to smoking in the last 30 years.