Nicabate uses Aussie Animals to encourage smokers to quit this Australia Day
January 21 2010, 2:25 pm | | 59 Comments
Some of the nation’s favourite animals are being used to encourage smokers to start, and stay on, their quit journey with Nicabate this Australia Day.
As part of a major new advertising campaign, GlaxoSmithKline, via Whybin\TBWA\Tequila, Sydney will be encouraging smokers to think about different starting dates for their quit journey through a series of ads featuring iconic images.
The Nicabate campaign features a ‘smoking’ kangaroo and emu. It isdesigned to get smokers to think twice about their habit by giving themunexpected and light-hearted way of looking at why they smoke and howNicabate can help them successfully quit.
The ‘Starting Lines’ campaign will also be supported by radio; online and television advertisements.
59 Comments
Nice one, luv the Emu!
Some heavy weight market research by Quit says that if you show someone smoking you will encourage smokers to light up.
Draw your own conclusions about Glaxo Smith Klines agenda.
Quit, write ’em a sharp letter.
hats off ! tough client, tough category, tough regulations – brave, bold smart work
hi,
same idea appeared about 9 thousand years ago in the uk. it showed pictures of animals smoking and the headline read something like, ”YOU’D LOOK JUST AS STUPID”.
if australian agencies spent as much time on their ideas as they do on how to charge for them, the industry would prosper.
ha ha
meh, doesn’t do anything for me. 4.78/10
Smoking Joe:
The ciggies are also WAY out of proportion to the smoking animal – was the agency told make them smaller for the reason you describe?
I like it, but it feels very similar to a campaign ran years ago, where images of animals smoking were used to highlight how strange a concept smoking was, the line said something about it looking just as strange when humans smoke. Anyway, nice work. Happy New Year!
Smoking makes animals look cool. Everyone knows that. Ask any chimp.
Brought a smile to my cynical old face, good work.
I don’t think the campaign is about animals. They just happen to be on our Coat of Arms and hence fit Oz Day.
Most likely future executions beyond Australia Day will use other things.
But, hey, it’s Whybins so who knows.
This is a creative blog. Instead of hiding behind the crap press release, how about listing the credits?
the real idea is in the start date – boring without a stupid idea like animals smoking to draw attention to it. not bad.
Research has shown if you show an Australian an Emu or Kangaroo smoking, he’s more likely to quit than if you didn’t.
At least we know who starts the bushfires now.
Boring.
the emu looks a hell of a lot like Harry Dean Stanton…
Now we know how all those bush fires really start. Bad Skippy.
Animals smoking… done unfortunately. The original chimp ads had a better line too.
The smoking roo looks like he’s having the time of his life. I’m off to buy a carton of Winfields.
Great ads…….I work in the UK, its easy to say its been done before,but in my 18 years in the industry i have not seen this before here…….
Well done, nice work, in what is a very difficult category, GSK are a tough client…..its not like its a Goverment ad, they’re trying to flog stuff. Look forward to seeing the rest of the campaign.
done a long time ago and a lot better. yawn.
Cool, i like them.
Credits:
ECD Garry Horner
CD Matt Kemsley
Art Director Janelle Shearer
Copywriter Steve Dodds
Retouching Nick Mueller
And 9.36PM is correct.
So Brad, will you be quitting?
I am definitely giving up after seeing these.
BWAHAHAHAHAHAH.
That’s funny well done guys.
Yep, the easiest way is to put the patches over your eyes…..then you can’t find your ciggies.
Doddsy ….and Janelle…..you’ve done it again, love your work!
Joe with the flow.
This is just not very good. In fact it’s a pisstake at best.
Its in nicabates interests to get people to smoke. These animals look cool. This ad is nasty.
I like them. I think they make you look twice,not an easy thing to do.
That makes me wanna ciggarette!
3:34 you’re just a jealous little puss. You wish you could do something that good. But you can’t. Because you’re little puss. That’s right. Yeah.
A puss.
Nice Aussie flavoured revisit of a classic Minneapolis ad. http://rickdublin.com/ (click Smoking Animals… the poo next to “contact”)
I much prefer the Poster MAMMOTH MAMMOTH did with the smoking goat.
This is nice work. Ive worked with GSK brands for years and this is big for them – well done for getting this across the line. I hope it works.
Animals: It looks just as stupid when you do it: http://blogsofbainbridge.typepad.com/tcimages/minnesota/
It’s worth repeating.
Exactly the same idea, but done better the first time:
http://blogsofbainbridge.typepad.com/tcimages/minnesota/
Shit copies, genius steals.
Is this stealing or copying?
You be the judge.
Nice!
Another classic from the era of relying on animals instead of ideas.
Whybins continue to pump out award winning work.
I’ve seen a few more in the campaign all of which don’t rely on animals….using the two Aussie national emblems for Australia day isn’t a bad idea, when the rest come out it’ll all make sense. But then its easy to be negative.
I think a lot of people are over-analysing this. It’s an ad for fucksakes. Who cares if the idea is stolen, unoriginal, was done for orange juice in Ireland in 1983… it’s a fucking ad. You know the type of fluff you drive past and have trained yourself not to notice.
10.45, get the fuck out of the business!
Kiss my arse judge. You just can’t handle the truth of what I said cos you’re a little puss.
I’ll say what i want when I want how I want.
You get the fuck out of the business if you’re too dumb to see it how a consumer sees it.
Well, it made me smile as i opened my Telegraph on the train this morning.
Yes it made you smile. It didn’t make you sit there and wonder about whether or not it was plagiarised, unoriginal, advocating cruelty to animals, encouraging people to smoke more cigarettes or some other wanking nonsense.
I commissioned a painting the other day, paid a lot of money and the guy came back with a Rembrant copy. Should I be pissed? Got a painting that looks like it’s worth much more than it is. But then again, I asked for something only I could own, and didnt find out it was a copy until I hung it in a gallery.
What should I do?
Hmmmm not a single Aussie on the credits, so I can forgive them not doing a third with a Koala and calling it a ‘campaign’.
No wonder the ads are shit in Australia with dumb idiots like you ‘client side’
9:02 You stupid cunt. I’m the one that pays your shitty wages. Without ‘dumb idiots’ like me, little cunts like you wouldn’t even be able to work in your award wage jobs.
Come on, haven’t you a more constructive argument halfwit?
The reason why the ads are so shit, is you dumbshits are so hell bent on winning awards and always present ideas that have to be watered down to get our message across and they end up being ambiguous and weak.
… ad guys, why are you all so angry?
12:36 I doubt you’re even a junior, let alone a client.
Move along bro, nobody cares about the song you’re singing.
12.36. in my experience, great clients get great work. I’m sure you get the work you deserve, thats why you won’t go any higher up the marketing ladder.
I like smoking animals. Especially smoked salmon, smoked turkey, and smoked eel. And sometimes, when I visit my Father’s side of the family, I consumer large amounts of double smoked ham. Wow.
My favorite movie is Smoky and the bandit. And guess who what I listen to on my ipod? Smoky……………
Could you imagine doing this in England?
“It’s a smoking animal…. right… I’ll just get my coat.”
Does anybody know which advertising company was responsible for the previous Nicabate advertising campaign? The 50’s/60’s style animated series?