The use of visual effects (VFX) in film and television is sometimes referred to as "smoke and mirrors." Well, there are no mirrors in this public service announcement, but we do have smoke.

This Saskatchewan Ministry of Health anti-smoking campaign uses a very clean and straightforward text-and-announcer concept. However, rather than just dissolve the text phrases in and out against a black background, Java Post Production animated the text into a stream of cigarette smoke. The words appear and disappear into the smoke, adding more visual interest - and more viewer impact - to the anti-smoking message.

The advertising agency for the campaign was Brown Communications Group and the producer was Caffeine Commercial Productions.