Wunderman Proves Great Things Happen When You Sacrifice a Cigarette

Nicotinell, the nicotine replacement therapy product, is launching an integrated campaign featuring a series of online films, digital advertising and point-of-sale, to convince smokers that exciting things could happen if they gave up just one cigarette.

Created by Wunderman UK, the three 30-second online films broke on 6th of October and will run for two months. Click here to view 'Robin' & 'Action Figure'

The films set-up scenarios that show how a small change could lead to a chain of "improbable but possible" events culminating in something amazing. Rather than focus on the clichèd health benefits, the campaign provides alternative advantages to quitting or reducing.

Based around the idea “Great things can happen when you sacrifice a cigarette”, the three films - ‘Moon’, ‘Action Figure’ and ‘Ryuku Robin’ - deliver the new brand proposition that smokers considering quitting or reducing can start by identifying just one daily cigarette to give up. Each film ends with the line “For that cigarette you know you can do without, there’s Nicotinell.”

Nicotinell briefed Wunderman to disrupt the Nicotine Replacement Category, which has previously seen little in the way of brand differentiation, with a campaign rooted in a strong insight and driven through digital and retail channels.

Grand Central’s Tom Pugh created the sound design for the spots: "The aim of the sound design was to mix the real with the surreal. I wanted to help the spot with its quirky, almost cartoon-like feeling, and ultimately help make people laugh. From a mix point of view we wanted leave as much room as possible for the narrative to lead the story. The impressionist Jon Culshaw provided the voice and after trying out a number of different accents he delivered this brilliant Scandinavian lilt - something which had everyone in the studio in stitches."