Ontario's new Quit The Denial campaign, compares social smoking to social farting.
Ontario anti-smoking ads featuring young adults farting up a storm at a party has gone viral.
In its new Quit The Denial campaign, the province's health ministry compares social smoking to social farting.
"Well, it's true that I fart. But I wouldn't call myself a farter. I'm a social farter," says the blonde woman featured in the ads, as the camera pans across a party full of young, hip Ontarians letting 'em rip.
"I really only do it when I hang out with my friends that fart. We hang out. We drink. We dance. Just have some fun being together, farting."
The campaign highlights similarities between social smokers and social farters, noting they both do it to break the ice, and the smell tends to linger.
The video has run on blogs, ad sites and newspapers around the world.
Since then, the province has released videos comparing social smoking to social earwax picking and social nibbling food off other people's plates.