The "Ex-Smokers" spot wants to encourage Europeans to stop smoking. This is a positive campaign that focuses on the mental, physical, and financial benefits of life as an ex-smoker.

The film establishes an atmosphere, it introduces a feeling that will set the viewer off on the wrong track. This suggestive quality implies in particular an evocative use of sound over the images. The aim is to have the viewer draw a conclusion before a single word is even said. After establishing the tension early on using slow tracking-in shots, we finish with a feeling of openness to breathe life into the film which emphasizes the freedom and feeling of well-being of the character.

We see shots from empty corridors and places, intertwined with shots of a seemingly dead person and close-ups of his body. A voice-over talks about "his son who smoked for 15 years but has quit... Forever". Then a hand reaches out and the person opens his eyes. This is the turning point of the movie, the so-called helping hand, something everyone recognizes. The positive message follows while showing more images of the ex-smoker feeling reborn and healthy.