The press note:
16,000 teenagers start smoking every year in Sweden. A lot because smoking is made to look cool by the tobacco industry. Death as a rationale is getting worn out and young people need to meet other messages to stop, think and listen. Non Smoking Generation is an iconic, retro cool organization working for change in attitude.
Well, your ad certainly is "retro cool" — see below.
As you can see, the anus mouth idea has been done before.
Left — 2005, for Stimorol Gum, via South Africa.
Right — 2004, for White Night Mints, via Belgium.