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 recalled 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.
Quote ref: Z-1477-01 if you require press information regarding this image.