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Korea has one of the highest smoking rates of male adults around the world, recording 38.1 percent in 2017, and the total tobacco market has been valued at 18.4 trillion won ($15.6 billion) as of last year

Once registered onto the QuitPartner website, smokers wanting to quit can track their daily quit progress, receive a personalised quit program, record where they were tempted to smoke and receive daily motivators/tips and if immediate distraction is required, they can play online games whilst the craving passes

The central brand question is therefore existential: can a company so defined by its past ever detoxify its identity

In the overly long sequence that follows, 007 bobs and weaves between hilariously smooth bits of digital ice as he makes his way down the tsunami