Quit: Proposal

Life. It's worth sticking around for.

Advertising Agency: Saatchi & Saatchi London, UK
Creative Director: Emma Perkins
Art Director: Seamus Higgins, Roger Kennedy
Copywriter: Ant Melder
Released: December 2008

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6 comments

dshott's picture
dshott
475 pencils

Sweet, seems good medium to use a lot of text, because people have a bit of time to spare when tocking on a grotty fag.

Dale's picture
Dale
370 pencils

I'm a bit torn on this campaign. I think overall it works well, but some executions could be tightened up. I like the West Ham one, because I have to support my local team and it also seems to read easier. The baby's birth has a hook from the beginning that would keep me reading but the would be novelist feels a bit forced.

It's good but some could still be improved in my opinion. At any rate, bravo for bringing the long copy back!

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Guest's picture
Guest

Man, am I missing something? This campaign is horrible - it's boring, the copy is mediocre, it feels very first level and it's not that creative. What am I not seeing that you all are?

Dale's picture
Dale
370 pencils

I will admit that at least two of the executions are a bit boring and probably will not be effective. The would be novelist and proposing marriage at 70-something fall flat for me. However the others could work quite well.

I think what works in their favour is twofold: A captive audience and the inherent guilt of the smoker. These displays are outside of train and tube stations and many pubs here. The audience has little better to do than read these while stuck indulging an antisocial vice amidst a smoking ban. On top of that, smokers are the guiltiest people on the face of the earth. Not in reality, but just in their own minds. Smoking has been so demonised that people who smoke feel more than a bit like pariahs. That's why in nations where up to 20% plus smoke can still pass a ban. This kind of ad will hit home with many of them.

- The only thing more rare than a good ad is a good guest comment -

Guest's picture
Guest

It took me a while to understand the execution but I really like this campaign for being strong from a strategical point of view. Great consumer insight!

Guest's picture
Guest

Our job is about bringing in fresh, interesting, simple and relevant perspectives. I find all of it in this one. Even before I appreciate the work here, I appreciate the effort that has gone into coming up with it. It is a million times better than saying 'Smoking kills'as we all know it already. What makes me buy into this one is that it gives me a reason to quit. And a very believable one for that matter. If we don't look at work the way we're supposed to, we'll find the best work ever seen quite vulnerable too.

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