The blurb on YouTube describes it thus.
Hard hitting new campaign filmed by renowned directors Rankin and Chris for NHS Birmingham East and North.
And renowned they very much are. Especially Rankin. He has been commissioned by the likes of Kylie Minogue, Madonna, The Rolling Stones, David Bowie, U2, Mikhail Gorbachev, Tony Blair, and - bugger me sideways - The Queen!
One must assume that he doesn't come cheap, then. Doesn't it warm the cockles of your over-taxed heart that the NHS are so awash with money that they can afford such fees? The rest of their operation must be going swimmingly, obviously.
Of course, it could be that he is so very anti-smoking that he would donate his services gratis. But then, if that were the case, wouldn't he object to being associated with images such as these?
Well, considering these pictures, of people who don't appear to be subject to any kind of gruesome physical abuse, are being proudly exhibited in promotion of Rankin's work on his web-site, one must draw one of two conclusions.
Either the NHS are spunking a hell of a lot of money, which could be better directed towards front line services, on this disgusting advert. Or Rankin is a quite egregious hypocrite.
Or maybe both.