Yul Brynner was only available in bootleg versions in Australia – the cigarette companies launched a successful effort to keep that commercial away from the public.
Also, research statistics showed that the negative advertising in general was very effective. When they were talking about curtailing cigarette TV advertising in Australia, as they did for a very long time, one of the suggestions was that equal time be given to negative advertising, as was done in other countries. It would have worked with the Australian regulatory regime, and would not have required ‘banning’ commercial advertising, which even in Aus had a possible ‘political control of speech’ political difficulty. But by the time Big Cigarette lost control of the political process, the effectiveness of negative advertising was well known, and Aus went straight from ‘allowed’ to ‘not allowed’ without the intermediate stage of ‘equal time’, and the companies did not complain. Everyone paying attention knew why – the cigarette companies were afraid of negative advertising, which had already demonstrated an effect actually decreasing smoking.
In Australia, the money from TV advertising was re-directed to magazine advertising, leading to a golden age in magazine publishing, and to a significant long-term increase in female smoking.