Philip Morris and Sergio Castellitto promote cigarette-free Italy vision

Philip Morris Italia and DUDE have collaborated to produce ‘Non Oggi’, an auteur short film directed by and starring Sergio Castellitto. Presented at the Rome Film Festival, the film uses a narrative set in the future to spark debate regarding the possibility of eliminating traditional cigarettes in Italy by 2035.

The story follows a character named Carlo visiting a museum of obsolete objects, where a cigarette is displayed as a relic of the past. The project aims to initiate a social and cultural dialogue, suggesting that while the necessary science and technology currently exist, a broader societal movement is required to achieve a smoke-free nation.