"Before it is too late" will be the theme of a shocking anti-smoking campaign that hits the airwaves here in Korea beginning Thursday.
It features a man in his fourties smoking a cigarette with a stressed expression on his face.
A close-up shows a blood vessel bursting in his brain, and then the man in a hospital bed.
The Ministry of Health and Welfare hopes that this graphic video can bring down the country's smoking rate.
Last year, Korea's smoking rate was the second highest among OECD members, barely trailing Greece.