We helped smokers know that NicoDerm could help when it got tough.

Situation:

The prevailing wisdom was: quitting smoking is serious, so we need to have a serious doctor, claim-based TV ad to convey how serious it is.

Insight:

Consumers don’t feel like themselves when they try to quit smoking. Basically, it sucks. We would focus on empathy.

Solution:

We created a tv ad of someone describing her troubles in quitting smoking without the help of NicoDerm in an humorous and engaging way.

Results:

• J&Js highest Ipos Adlab test results ever
• J&J Global Ad of the Year
• Over 1 million unpromoted Youtube hits
• 20% spike in sales
• Applied Arts Award