Nicotinell idents invite smokers to take a gag break

LONDON - Euro RSCG has created a new campaign for the stop smoking aid Nicotinell, with a 5-9pm sponsorship slot on UK TV called The Gag Break.

The campaign comprises a series of 28 idents featuring a pairing of two up-and-coming comedians, as well as posters.

The idents show the comic duo in everyday situations when an individual would usually smoke a cigarette.

Instead of sharing a cigarette, they are shown exchanging witty gags and enjoying the good times.

The campaign aims to target smokers at the key moments when they crave a cigarette and instead encourage them to crave life.

The 12-second idents will be aired before and after each ad break between programming from 5-9pm.

Project
Fancy a Gag?
Client
Pavan Chandra, Brand Manager, Nicotinell
Brief
Create a sponsorship campaign to raise and reinforce the brand's profile of craving life, not cigarettes
Creative agency
Euro RSCG London
Creative team
Dan Kenny & Adam Johnson
Media agency
Media Edge
Production company
Moon
Director
David Kerr
Editor
Nick McCahearty
Post-production
Triangle
Audio post-production
Triangle
Exposure
TV, viral and national posters