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LOS ANGELES After three years of its “Bob Quits, Mary Quits” spots, Omnicom’s GSD&M is changing tactics for the American Legacy Foundation anti-smoking campaign.
“We’ve gained a lot of intelligence on what smokers need to hear,” said Eric Asche, Legacy’s svp, marketing. “Smokers feel marginalized and we want the communication to use a smoker-to-smoker language. The bigger opportunity here is in breaking down what seems to be an insurmountable challenge into bite-sized chunks.”
One 30-second spot, directed by Bryan Buckley of Hungry Man, shows a woman feeling around the car in her driveway as if it’s completely foreign to her.
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