AMV BBDO launched a new campaign for Johnson & Johnson brand Nicorette, taking a more inspirational approach than the brand has previously.
The campaign, entitled “Do Something Incredible,” is built around an online spot which launched this week in the U.K. It tells the story of Mark Cooper, who decided to quit smoking when he saw a runner go past during a smoke break at work and thought that the man looked happy and full of life. The next day he ran 200 yards around the park and just continued from there, eventually going on to run from Amsterdam to Barcelona in memory of his late mother. His story is presented as exemplary of the “Do Something Incredible” brand ethos and an inspiration for the positive changes quitting smoking can make in viewers lives. “I think it’s easier to push on do something that’s difficult because you know it’s right, than it is to stop doing something that you know is wrong,” Cooper says in the spot, implying that with that step those who have struggled with ending the habit can go on to accomplish great things. “Stopping smoking, you know, is the single greatest thing I’d ever done,” he adds.
It’s certainly an inspiring story, and that Cooper’s accomplishment grew out of quitting smoking makes it a perfect story for the brand. But it’s one which could have been told in about half the time AMV BBDO devotes to it here. The spot, currently promoted across the brand’s social channels in the U.K., will soon roll out across the EMEA and Pacific regions, Russia and Canada.
CREATIVE AGENCY: AMV BBDO
PRODUCER: Richard Grisman
PLANNER: John McDonald
CREATIVE DIRECTOR: Colin Jones & Phil Martin
COPYWRITER: Phil Martin
ART DIRECTOR: Colin Jones
ACCOUNT MANAGEMENT: Rob Ronayne/ Mark Graeme
PRODUCTION COMPANY: Unit 9
PRODUCER: Harry Starkey-Midha
DIRECTOR: A Common Future
DIGITAL PRODUCTION: Smoke & Mirrors
MEDIA AGENCY: Primus MEC
PLANNER: Alex Pilcher/ Matthew Craft
MUSIC AND SOUND
AUDIO POST PRODUCTION: Chris Banks, Florent De Maria