Philip Morris and Sergio Castellitto present short film on cigarette-free Italy by 2035

At the Rome Film Festival, the short film ‘Non Oggi’ was presented, a production by DUDE in collaboration with Philip Morris Italia. Directed by and starring Sergio Castellitto, the film uses a symbolic ‘Museum of Lost Memories’ to depict a future where traditional cigarettes have become obsolete relics, similar to vintage bicycles or early computers.

The narrative follows an elderly protagonist, Carlo, and his granddaughter as they navigate a world where cigarettes are marked as items out of use as of 2035. The project aims to spark public debate regarding the potential transition away from traditional smoking products through science and technology.

Pasquale Frega, President and CEO of Philip Morris Italia, stated that the company envisions the elimination of cigarettes in Italy by 2035. Frega emphasized that achieving this goal requires a collective effort involving political institutions, science, and education, noting that the company cannot reach this objective alone.