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.