Sergio Castellitto’s Short Film ‘Non Oggi’ Highlights Philip Morris Italy’s Goal to End Cigarettes by 2035

On a quiet Milan studio set, director Sergio Castellitto watched actors rehearse scenes from his new short film, Non Oggi. The 10‑minute drama weaves personal memories with a vision of a society that no longer uses cigarettes.

Film explores a smoke‑free future

Castellitto said the project reflects on how smoking shaped daily life for his generation and imagines a world where the habit has vanished. The narrative follows a protagonist who confronts old habits while walking through familiar streets now free of ashtrays and smoke. The director described the film as a “bridge between nostalgia and a possible future without tobacco.”

Philip Morris Italy’s controversial claim

In parallel, Philip Morris Italy released a television ad that references the film’s theme. The commercial states the company’s objective is to eliminate cigarettes from the market by 2035. A spokesperson for the tobacco giant said the target aligns with its “smoke‑free future” strategy, which includes expanding reduced‑risk products.

Public health officials in Italy have responded cautiously. A representative of the Ministry of Health noted that while the aim to end cigarette sales is “ambitious,” it must be backed by strict regulation and continued anti‑smoking campaigns. Anti‑tobacco NGOs warned that the ad could be seen as “green‑washing” if it does not translate into concrete policy changes.

Industry analysts observed that Philip Morris’s timeline mirrors similar commitments made by its parent company, Altria, in the United States and Europe. They added that the 2035 goal could influence market dynamics, potentially accelerating the shift toward vaping and heated tobacco products.

Why it matters: The film and the ad together bring the debate over smoking’s future to a broader audience in Italy and the Middle East, where tobacco use remains high. Understanding Philip Morris Italy’s 2035 elimination target helps consumers, policymakers, and health advocates gauge the pace of change in the tobacco market and its implications for public health initiatives.