The latest anti-smoking campaign from the Government has been launched.
Advertisements show smokers being dragged by fish hook and line to their usual smoking den.
The aim is to highlight the chemically addictive nature of cigarettes rather than focus only on smoking as a social "habit".
Government figures show that the average smoker is hooked on more than 5,000 cigarettes a year, based on an average of 14 a day.
The "Hook" campaign, which will run from January 1 to February 4, will be shown online, on TV and on billboards.
Public Health Minister Caroline Flint said that the campaign was not about "having a go" at smokers, but about showing them that help is available.
She added: "We do know that these campaigns have a big effect on people contacting NHS services and wanting to quit."
Figures show there are 1.6 million fewer smokers since 1998, with around 24% of adults smoking, she added.
The campaign will cost around £7 million, but that compares to around £1.7 billion spent by the NHS each year on treating smoking-related diseases, she said.
The advertisements will not be shown during children's programmes because of their graphic nature.
