The results were spectacular. The region associated with aversion was activated the moment the subjects looked at certain images.

Smokers don't seem to notice [the warnings]. We don't know why. Maybe it's because they're just used to them, or bored of them, or in denial.

The sight of cancer-ridden lungs and yellowing teeth may reinforce a non-smoker's decision not to light up, but does nothing to convince those already addicted. The reason for this is a mixture of denial and familiarity.

The ads are maybe not the best thing to discourage people (from smoking). If I have an addiction, why would I like look at something that reminds me I'm going to die?

It's critical that as the host nation, Canadian athletes have spectacular results.

At the moment it is an investment because it is getting good results. The important thing is to see how we make the most of those results and transform it into commercial success. At the moment Formula One is an investment that is paying off for Renault. What we can say is that for the next few years it is an investment.