Ever seen a pregnant woman smoking? It's hard not to shudder and impossible not to judge.
A new anti-smoking campaign targeting pregnant women who smoke isn't holding back. In the commercial a pregnant woman prepares for the arrival of her baby - by hanging knives instead of toys on a mobile, filling up a milk bottle with a chemical and sticking pins in a nappy changing mat.
Its severity is reminiscent of the 1987 Australian AIDS campaign which featured the Grim Reaper bowling men, women and children over. This campaign was considered a huge success.
The Ash Babies campaign is the work of the Cancer Society of Finland who are taking a firm stand against smoking during pregnancy.
This ad is really really hard to watch. Trust us, you won't be able to do it without cringing or feeling deeply disturbed. But it's worth it, even if the message just gets through to one pregnant woman. Take a look: