Thom,
In Singapore it's even better......
The entire top 1/3 of the pack is a photo (all sides). One of them is a pic of a really nasty rotted mouth. One is a set of cancer blackened lungs. One is even a picture of a premie baby hooked up to life support (the caption on this one says, "smoking will KILL you baby."
The best of all though is the picture of a young guy (about 35-40) laying in a coffin. Standing next to the coffin are a woman about the same age and two young boys (about 10). The caption says, "Your kids deserve a father that loves them."
I've seen people walk away from stores that have run out of the "more timid" photos instead of buying the ones with the bad pictures. I guess the pictures work.
Oh, and these ads are on American cigarettes too.