Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
As a man takes a leisurely stroll in the park, a cigarette machine follows closely behind in a new TV spot for GlaxoSmithKline’s Nicorette from Havas’ Arnold McGrath in New York.
In the commercial, which broke Sunday, the machine proceeds to pelt cigarettes at the man, who is trying to kick the habit. To combat the machine and his cravings, the fellow pops a piece of the smoking-cessation gum in his mouth and holds up a pack of the product.
The spot carries the new tagline, “Nicorette helps you quit, one craving at a time.”
“Our observation is that smokers get scolded so often, they really feel like pariahs in the world,” explained Rochelle Klein, chief creative officer at Arnold in New York.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in