The innovative ad was paid for by a Swedish chain of pharmacies that wanted to encourage smokers to quit smoking.
At first glance, the digital screen located outside the subway station only shows simple photos of the model.
But, walking past with a lit cigarette, the man in the picture began to cough, apparently plagued by smoke.
The screen then changes again, offering a variety of products sold by the pharmacy chain Apotek Hjartat that can help smokers quit smoking.
The agency behind the event, Akestam Holst, created the effect by connecting the smoke detector to a digital advertising screen.
They chose a place where people often smoke. -
Odenplan square in Stockholm--
Let the cough begin.
The agency filmed the reaction of smokers. -
Some expressed surprise, while others responded with laughter.
The resulting video has been posted online and widely shared.
Fredrik Kullberg, marketing director at Apotek Hjartat, said: "The purpose is to promote dialogue on this topic, document responses, and encourage people to live a healthy lifestyle . ".
"Most people respond very positively.
"The time for the campaign is well thought out.
"We have released this initiative to help people complete one of the most common New Year resolutions ---
Quit smoking, "said Ida Persson, a spokesman for the agency.
Related: according to the World Health Organization, terrible cigarette labels do not prevent Indians from smoking, and more than 20% of Swedes over the age of 15 smoke.
Chewing tobacco is very popular.
This is the second time Akestam Holst has attracted the attention of the advertising industry in more than a month.
In December, Ikea released an event that renamed the company's furniture after the most common anxiety.