Pfizer / Champix: Father

Life without cigarettes? You'll barely notice a difference.

Advertising Agency: FabraQuinteiro Comunicações, São Paulo, Brazil
Creative Directors: Paschoal Fabra Neto, Marcelo Aragão
Art Director / Copywriter: Bruno Cirello
Photographer: Getty Images
Retoucher: Fernando Vido
Published: December 2007

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11 comments

sonucoues2002's picture
sonucoues2002
804 pencils

me either

copywriter.txt's picture
copywriter.txt
828 pencils

Look at his pocket.

onestuomo's picture
onestuomo
33 pencils

What are you trying to say? That there's no difference?
In this case it seems to be a very minimal difference between "before" and "after".
Or I'm understanding nothing!!

drunk dave's picture
drunk dave
1066 pencils

What a stupid idea. So if you smoke no difference. Well that's a reason to give up.

jazarah's picture
jazarah
1262 pencils

yea i guess it's stupid

Bárbara Guilherme's picture
Bárbara Guilherme
38 pencils

These ads ignore the addiction, the abstinence crises, despise the difficult of stop and put as if it is easy. they are awful.

vaoleo's picture
vaoleo
81 pencils

No es una comunicación muy clara

getconnected2001's picture
getconnected2001
989 pencils

WTF?

kgeiger's picture
kgeiger
7092 pencils

Despite all the negative comments, I'm prepared to give the agency the benefit of the doubt and assume that this message is based on client-sponsored research and target insights.
On the other hand, I think this type of "find the difference" gimmick is not only done to death, but it's really childish.
Next.

purple tree's picture
purple tree
38 pencils

as a smoker... i am glad to say that if its all the same then i guess lets all smoke... Y NOT? all u non smokers wont know the difference :) hahahahahah... cool no more stinky smoking rooms at the arirports. C its not that bad... u guys wont know its there?

THEREFORE I LOVE THOSSSSSSSE ADS..... however, as an anti-smoking completely not working!

gfabian's picture
gfabian
4 pencils

the difference is that he has a pack of cigs in his pocket...
for all the 20/20s

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