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ADVERTISING CAMPAIGNS

Nicorette ‘Films’ advert

Agency: AMV BBDO

Client: Nicorette

Nicorette has launched a new campaign, entitled ‘Films’, aiming to make the Nicorette Inhalator the ultimate cigarette substitute.

The eight TV and Cinema ads were created by AMV BBDO and intend to further normalize the inhalator’s use for consumers, by taking iconic film genres and substituting the film stars’ cigarettes with inhalators.

After the enormous success of the first Nicorette Inhalator campaign in 2007, there was still a large barrier to purchase, in that many consumers were self-conscious about using the product in public. To counter this, AMV developed a campaign that would further conventionalise the product’s use.

The creative solution was very simple: take the problem – cigarettes, and replace it with the solution – the Nicorette Inhalator. In the films this swap is very literal, placing the product in the hands and mouths of ‘film stars’ in iconic film genres - from Western and Kung-Fu, to Romance and Teen Movie.

As such, the inhalator becomes part of a glamorous, aspirational scene, and one that will be clearly recognisable to consumers. Through these scenarios the inhalator hopefully becomes the ultimate cigarette substitute, as well as the first product that people will look to, whether they’re cutting down gradually or quitting altogether.

AJR
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