December 2007

Print advertisment created by FabraQuinteiro, Brazil for Pfizer, within the category: Pharmaceutical.

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

Comments (22)

Log in or register to post comments

Highest Rated

LeeMoh's picture
Activity Score 424

Antismoking campaign?!
Gosh... seriously I thought that CHAMPIX is another cigarette!

djakuza's picture
Activity Score 517

when i just barely notice a difference i don't have to stop smoking! bad ad sorry

Olafski001's picture
Activity Score 1193

it's always fun to spot a difference
but this is sooooooo wrong. they give me a reason not to quit! great!

Jimmie's picture
Activity Score 127

Right! This Ad is completely wrong. Is it from BAT or Philip Morris?

maddoxx's picture
Activity Score 73

I wanna smoke now i've seen this ads...

Jimdjango's picture
Activity Score 15

Smokers are slaves to one of the most addictive drugs ever - some studies claim it's #2 next to heroin. They are victims. We need to stop trying to win awards and figure out how to actually reach these people.

JFDreamer's picture
Activity Score 176

The idea is to notice that your life without smoking won't be hell. Nice concept, bad excecution.

Jim, agree with you, but I think we have to realize we are advertisers and we just don't have that kind of power... yet.

Omikron's picture
Activity Score 6

My guess is that this treatment is so close to the actual experience of smoking that you won't notice the difference.

I.e. as a first step of quitting, try this product.

Should it be the case, the concept works for me.

Jimdjango's picture
Activity Score 15

On second thought, maybe it is inviting to say this is really easy/won't change your lifestyle.

Once down off my soap box, I can see things better. It's difficult when you have a loved one that smokes.

Nthngmn's picture
Activity Score 626

A consumer with 5 seconds to spare looking at an ad wouldn't notice thiss. ...masturbatory.

B2B's picture
Activity Score 104

Side-by-side ads are a terrible idea.

stateoftheart's picture
Activity Score 181

Wait, so it's an anti-smoking treatment, or a smoking treatment? I think a smoking treatment would be a little more effective.

mmackinven's picture
Activity Score 1608

Actually, I noticed a huge difference when I quit, I gained 15kgs!!!

Temple's picture
Activity Score 11337

Being slaves of anti-tobacco Cannes lion wannabee ads for so long, we fail to realize that this campaign is not for a social reason. it actually sells a product. And having quit myself about a zillion times in the past, I can't help but like it. It illustrates something I always think when i stop smoking: the perceived difference of life afterwards.

Absolut M's picture
Absolut M
Activity Score 1069

ok ok
in first moment i dont understand the idea...
so... look the pic... look the cellphone...

bad excecution

teenquey's picture
Activity Score 290

It could have been a little better if they change the copy.

Something like:
Life without cigarette is possible. You'll barely notice the difference.

reactor's picture
Activity Score 294

For the TG this is not convincing. Life is hardly the same for some one trying to quit.


LeeMoh's picture
Activity Score 424

Antismoking campaign?!
Gosh... seriously I thought that CHAMPIX is another cigarette!

nomienick's picture
Activity Score 44

i think its one of the cleverer stop smoking campaigns i've seen in recent years - although i'm not keen on the execution. i think it's an encouraging message to give to someone who wants to quit, and as an ex smoker myself, it's a message I agree with.

ahpitt's picture
Activity Score 342

It's barely to notice the idea too. I could not find the cigarettes at first time when I saw this ads.

december's picture
Activity Score 93

He's got a little Captain in him.

He's not only a smoker, he's an alcoholic.

Guest's picture

This either brilliant or a total waste of money.
.... would love to know if it changed anything.

Imran Suleman's picture
Imran Suleman
Activity Score 4

Guys Champix or at some places Chantix is a product which blocks the craving receptors of brain. So by this product you don't feel any difference like, craving. Everyone knows the benefits of quitting/not smoking but they just CANT so there is no need to sell that smoking is bad they are trying to sell that you CAN quit with Chantix.