Young people in north Birmingham are being urged to switch to a new "brand" of cigarettes by health chiefs.
However, the exciting new packs being pushed do not contain anything.
A new campaign, highlighting the benefits of "smoking nothing", has been launched by North Birmingham Primary Care Trust.
Posters and postcards will be on display in GP surgeries, schools, colleges and other venues in the area.
John Denley, the trust's public health co-ordinator, said: "The tobacco industry spends millions advertising its brands, particularly to young adults.
"We thought this was a great way to turn the tables and promote the only brand worth smoking - nothing.
"Trying to help people stop smoking and to encourage people not to start in the first place is at the core of our health initiatives in north Birmingham."
The campaign will feature slogans such as "For a Longer Lasting Life - Smoke Nothing", "Teeth - now available in white" and "Get 30 per cent more flavour with your next meal - Smoke Nothing!"
A dedicated quit line has also been set up and smokers who call 0800 389 2808 will be able to discuss ways on how to give up smoking and health issues.
Advertising firm Campbell Doyle Dye came up with the idea for the anti-smoking campaign after they were challenged by a national newspaper.
The spoof ads were spotted by Mr Denley and he contacted the agency to ask if he could test their effectiveness by using them as part of the trust's anti-smoking strategy.
A study in the British Medical Journal, showed 617 deaths every year were caused by passive smoking in the workplace - more than two deaths every working day.