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9/11




The Original: O DIA

Title: “The cigarrete kills a

hundred times more

than terrorism”


Agency : Elipse

Rio (Brazil) – 2005













Less Original: Khaleej Times

Title: 5.4 million Die of

smoking related causes

every year. That’s 2000

times a 9/11″

Agency: Precept Gulf

Copy: Sudeep John Koshy

A D: Prashant Yeware

UAE – 2007









Less Original: ASH

Title: “Terrorism-related

deaths since 2001 : 11,377.

Tobacco-related deaths

since 2001 : 30,000,000″

Agency: DDB

New Zealand – 2008




The Khaleej Times entry was submitted by Precept Gulf to Epica!!! Although it did not win it did however got featured in Epica annual titled “Book Twenty One” on page: 116. ISBN 13: 9782-88479-106-9. Again Precept Gulf what were you thinking?…that you could copy someone else original idea and win!!! A big thank you goes to the alert and experienced judging panel of Epica…keep the good work.


All of these ads have a core concept in common – Relating death caused by smoking to death caused by terrorism; by means of both the headline and the replacement of the world trade center/Twin Towers visual with that of a visual of cigarettes. Is there anyone out there who in this case could suggest Telepathy?


Plagiarism: The abuse of another’s original work by copying it and passing it off as one’s own. As defined in Alastair Campbell book titled The Designer’s Lexicon. Page: 293 ISBN:0-304-35505-4


A copycat is a person that mimics or repeats the behavior of another. The term is often derogatory, suggesting a lack of originality. The expression may derive from kittens that learned by imitating the behaviors of their mothers. – Wikipedia

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