Duffy shot this photo of the mouse hole in a skirting board to launch the groundbreaking, award winning Benson & Hedges campaign for the agency Collett Dickenson & Pearce in 1977 with art director Alan Waldie . New laws had restricted the use of conventional images of people smoking cigarettes and they decided to play with scale and dimension to create a surreal image. Duffy enjoyed technical challenges and his son Chris Duffy assisted this shoot and recalls that Duffy used four or five different lighting set-ups before he satisfied with the shot. As time went on Duffy became anti-smoking and withdrew from the campaign.
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