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ADVERTISING CAMPAIGNS

NHS Smokefree ‘Celebrity Quitters’ ‘Disco Under Ice’ ident

Agency: MCBD

Client: NHS

MCBD has created a series of NHS Smokefree sponsorship idents to accompany reality series ‘Celebrity Quitters’, which follows five celebrities as they attempt to quit smoking.

The light-hearted sponsorship idents feature a spoof celebrity agent from Encore! Talent Management, who takes bookings for mock-reality shows - such as Celebrity Bomb Disposal, Gladiator the Musical and (as above) Disco Under Ice -  for celebrity clients who now have the physical stamina to take part since they’ve quit smoking.

The show on Five, which is sponsored by NHS Smokefree, follows the day-to-day challenges of five celebs - Birds of a Feather star Linda Robson, Michelin star chef John Burton Race, ex-Hollyoaks actor Paul Danan, TV medium Derek Acorah and model and presenter Chloe Madeley - as they try various methods to quit smoking, from nicotine patches to complimentary therapies such as hypnotherapy.

The series was timed to launch in January after new research revealed that nearly half of smokers have resolved to quit during the new year month.  It’s also the time when smokers are most likely to succeed in a quit attempt.

AJR
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