BMP takes risque tack with Nicorette

BMP DDB launches its first work for Nicorette this week with a black-and-white film set on a submarine in the Baltic Sea 30 years ago.

BMP DDB launches its first work for Nicorette this week with a

black-and-white film set on a submarine in the Baltic Sea 30 years


The campaign’s strapline, ’for when you get the urge,’ is illustrated by

the discomfort of a submarine crew who are craving cigarettes in an

environment where smoking is prohibited.

Beneath a ’no smoking’ sign written in Swedish, the crew suffers in a

silence broken only by the rhythm of the sonar ping, the creaking of the

hull - and a strange whistling.

The film then cuts to the source of the whistle: a crewman lying relaxed

and happy in his bunk chewing on a piece of Nicorette gum. Next to him

is a logbook headed ’Nicorette Smoking Cessation Trials’, in which he

writes confidently ’helps overcome urges’.

But his attention is then caught by a provocative pin-up photograph

which is on the wall by his bunk.

After pausing for a moment’s thought, he corrects his note to read

’helps overcome some urges’. With a wicked smile, he then draws the

curtain on his bunk.

The commercial is based on the true story of a breakthrough made by the

brand’s founders while working with the Swedish navy in the 60s. Their

discovery that small doses of nicotine could help submariners overcome

their tobacco withdrawal symptoms led directly to the development of the

first Nicorette chewing gum.

A second spot for the Inhalator features a row of sonar operators

chewing on pens as they concentrate on their screens, while the hero is

calmly puffing away on the Inhalator, unaffected by the tension.

Both ads were written by Alasdair Graham, art directed by Frazer

Jelleyman and directed by Dominic Murphy through Blink.

Media is planned and bought by Zenith.

Client of the Week, p14.

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