On this date in 1986, one of the most powerful public service ads in television history, featuring a beloved stage and screen actor speaking from the grave, was aired for the first time.
When his lung cancer was diagnosed in June 1983, Yul Brynner, then 63, was one of the world's most recognizable and respected actors. Defying his doctors' orders, Brynner continued to perform despite fatigue from radiation treatments and chemotherapy.
In January 1985 Brynner went on the ABC television program “Good Morning America” and discussed his illness. He told of taking up smoking at the age of 12 and how he had smoked as many as five packs a day before quitting in the late 1960's. He spoke with passion of his opposition to smoking after discovering it could cause cancer even 15 years after quitting. What he really wanted to do in his remaining time, he declared, was to film a commercial that implored others to quit smoking or never take it up.
On June 30, 1985, Brynner retired from the stage, giving one final performance of his most famous role as the King of Siam in a revival of "The King and I" on Broadway.
In health in rapid decline, Brynner never made the commercial he wished to make. But shortly after his death on October 12, 1985, officials from the American Cancer Society approached Brynner’s widow, Kathy Lee, with a proposal. Actor William Talman, who played the district attorney on ''Perry Mason,'' had taped taped a spot for the American Cancer Society three weeks before he died of lung cancer in August 1968. What about using the footage from "Good Morning America," the officials suggested, to create a similar public service announcement? Kathy Lee consented.
The 30-second spot was produced for the American Cancer Society by New York advertising agency McCaffrey & McCall.
The announcement, which first aired on ABC-TV on February 19, 1986, is arresting from the start (the actual public service spot can be viewed here). Over a black screen with the inscription "Yul Brynner 1920-1985,” an announcer intones,"Ladies and gentlemen, the late Yul Brynner."
What follows is an excerpt from the "Good Morning America" interview. Brynner’s advice against smoking is followed by his own statement: "If I could take back that smoking, we wouldn't be talking about any cancer. I'm convinced of that."
"Now that I'm gone,” he concludes, looking directly into the camera, “I tell you: Don't smoke. Whatever you do, just don't smoke."
The spot had a powerful impact on viewers, both smokers and non-smokers. The American Cancer Society was deluged with letters from viewers who said the announcement had moved them to quit smoking. Many told of how their children had seen the spot and implored their parents to quit, or how they'd convinced their friends or family members to quit. Within months of its debut, the announcement had been shown repeatedly on all three American television networks as well as in Australia, China, Japan and Israel. The International Film and Television Festival of New York awarded the spot a silver medal for achievement in the field of advertising.
Brynner's anti-smoking ad ranks among the most striking and memorable efforts ever made to address a public health issue. It maintains its impact today. As a spokeswoman for the American Cancer Society said, "There's nothing more forceful than when someone dead looks into the camera and says: 'Don't smoke. I did.'"