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.
Fancy a Gag?
Pavan Chandra, Brand Manager, Nicotinell
Create a sponsorship campaign to raise and reinforce the brand's profile of craving life, not cigarettes
Euro RSCG London
Dan Kenny & Adam Johnson
TV, viral and national posters