You won't guess what this ad is for.

Take a look at this ad. We bet that you probably won’t even realise what it’s for until about halfway through – and that’s when you realise how important the message really is.

Here’s some background.

Though this ad is from the UK, Australia has introduced its own cigarette plain packaging legislation which will turn the packets of all the brands into the same, dull olive colour … that’s generally accepted to be the least appealing in branding.

The tobacco giants are, predictably, angry and have brought a court case alleging the Australian Government is infringing their trademark property (the brands).

Smoking rates in Australia were 16.6 per cent in 2007 which the Australian Government wants to bring down to less than 10 per cent by 2018 through a combination of increased taxes and plain packaging.

The new laws will take effect on December 1 this year.