CB Exclusive: Pfizer launches new, integrated ‘Quit Nagging’ campaign via WiTH Collective
CB Exclusive – Pfizer has released an integrated campaign for its prescription-only quit smoking brand, via WiTH Collective.
A first of its kind, the campaign launched this week and doesn’t only target smokers, but also loved ones who want them to quit with a very simple premise – quit nagging.
Says Isabel Chan, Brand Manager, Pfizer, “Most smokers don’t listen to ‘quit smoking’ advertising. But, for every smoker, there are several motivated family members, friends or colleagues who desperately want them to quit. Unfortunately, many people try to persuade a smoker to quit by pestering them repeatedly. The intention is absolutely right, but studies show nagging actually hinders the process of quitting. So, our campaign has focused on the simple fact you’re 4x more likely to quit smoking with the help of your doctor. For this campaign, WiTH have created a world-first for us, launching ‘World No-Nagging Day’, as well as a platform that makes our modest budget work as hard as it possibly can across owned, digital and earned channels.”
Says Steve Coll, chief creative officer, WiTH Collective: “As a prescription brand, this product is tricky to advertise because you can’t mention the brand name or any direct product attribute. So, it’s been wonderful working with Izzy’s team to find smart, strategic messages. This campaign promotes a visit to the doctor as a way to help people quit two unhealthy habits – smoking and nagging. It sets up a different way for loved ones to influence the smoker in their life – “I’ll quit nagging if you talk to your doctor.”
As well as ‘World No Nagging Day’, the campaign consists of a series of social films featuring the most outrageous nags our panel of smokers had been subjected to, as well as a Quit Nagging site, and on-premise messaging.”
The work is the first to be 100% developed in-house using WiTH’s new content division – headed up by head of production, Iain Todd, and directed by WiTH creative director, Simon Fowler.
Says Justin Hind, CEO, WiTH Collective: “Our insight is that word-of-mouth from family and friends remains the most powerful way to influence a smoker’s decision to quit, something we’ve worked closely with Red Planet to realise. Strategically, this campaign is a first of its kind and I’m delighted with the work.”
The campaign has featured on news programs and radio stations across the country, including Channel 7’s Sunrise, Triple M, Today FM and ABC radio.
Says Fowler: “Creative team Pat Anderson and Will Winter-Irving have nailed it with the insight that nagging doesn’t work. This campaign is a testament to the talent of these two absolute mega-stars. I’m quietly amazed how they’ve managed to remain so modest in the face of their own brilliance. Especially when they are both so very, very handsome. Will in particular. I have no doubt their work will be well received by non-smokers and smokers alike.”
The campaign has gone live via Facebook, YouTube, radio, outdoor, ambient and owned media.
Tim Nunan, Marketing Lead, Pfizer, AUS, NZ Isabel Chan, Brand Manager, Pfizer
Susan Miller, Associate Brand Manager, Pfizer Justin Hind, CEO, WiTH Collective
Agency: WiTH Collective
Steve Coll, CCO
Josh Sanford, CSD, WiTH Collective
Phil Campbell, Actual Legend, WiTH Collective
Simon Fowler & Nicole Hetherington, Creative Director, WiTH Collective
Pat Anderson & Will Winter-Irving: Creative Team
Simon Fowler: Director
Iain Todd: Senior Agency Producer
Alex Mills: Agency Producer
Editor: Brendon Killen
PR Agency: HK Strategy
Media Agency: Red Planet
Content: Colloquial
32 Comments
Interesting insight, less interesting vid.
Hard to believe this is the same group responsible for some of the work that put Havas on the map.
Continuing to underwhelm.
Pat, did you write Fowler’s quote? Sounds like something you’d say.
Disappointing.
These spots fare obviously missing a talent director. Performance and timings are off.
I like it… it’s a fresh way to approach an anti-smoking campaign.
Pfizer made about $40.33 billion in profits last year. At least pay for a real director to try and rescue these shite films.
Nice. Good to see solid strategy working hand in hand with good creative.
The idea is really strong, but social videos alone not very impressive. If there was more to it Than you might have something more newsworthy
I reckon with has done good here. An anti smoking campaign that doesn’t look like the rest
There are more spots
https://youtu.be/pcNaVW1jV4U
https://youtu.be/QftiuCyun6Y
As a smoker, I would say that it’s the best campaign in the world right now
Terrible heavy-handed acting. Bad casting too. Kinda brought a passable script of a 6 down to the 4’s
These are pretty funny, and actually have a fresh insight into a tricky brief. No lol’s by any means but a solid effort.
Which is why I’m surprised that you couldn’t think of better anonymous names than ‘Matta’ and ‘Sal’ to pump up the positive comments. Must of been the junior suits.
Terrible heavy-handed directing. Shocking choice of cast as well.
Looked good on paper, but bad execution.
I like them.
Please. Impact zero, patronising full tilt. And so, so boring.
Interesting insight and funny executions. Nice to see a response which isn’t fear mongering based for a change. Nice work.
Pretty red hot crack for a first directing gig. Better than I could do and probably the rest of you cowards. Grow up the lot of you
Well production budget must have been pretty tight haha. But these are just social videos, which are a small part of a bigger campaign and the idea is really interesting.
months of writing meetings a planning.. then clearly no money left to pay a real director
What is wrong with you dumb idiots! It’s content that speaks directly to the target market in a style that works for the medium. Grow a brain and stop needlessly hating on things just because you’re more jaded than Art Garfunkel.
Nice work Goons! A novel way to tackle an age old problem. Funny to boot!
These could actually be pretty good. The insight is good and the idea works. It’s the casting and acting where it really falls down. I hate to sound patronising but if we go back to basics – there is no conflict. The female just meekly says nothing which as anyone would know who has been in any relationship – just does not ring true. Duration is not an issue with the media buy, so I would have added some disgruntled dialogue for her to help develop the relationship and add some interest. There are 3 in the series so an arc could have worked also. Directing is a specialised skill set – it requires training and a mind that keenly observes human behaviour.
Artie’s gonna love it that he still rates as a pop culture reference in Sydney in 2017.
@Harry Boner, just how responsible and which work are we talking about?
I have to commend you in that these anti smoking ads are the best ads I’ve seen in years, not only because I am a smoker myself and nagging is not the way to make me stop.
The ads bring this point across with a touch of humour.
Brilliant, I sincerely hope you win awards for these ads.
ps my background is Advertising and I usually balk at the ridiculous commercials I see.
You guys have totally nailed it.
Well done
Ally
the guys in the video is so cute, name?
Ok, so the person who is trying to keep their loved one alive is responsible for that person smoking. Oh yes that really helps, they can now blame yet someone else for their smoking instead of taking responsibility themselves. Good one. Does this apply to domestic violence as well?
There is one person responsible when it comes to giving up smoking and that is the ‘smoker’. The minute you place any responsibility on someone else or their behaviour; it’s a big ‘fail’. This will only cause conflict and is the wrong approach. I gave up smoking and used the AA steps to do so, just as I did with alcohol over 35 years ago. I had to take full responsibility for myself and then apologize to those I’ve hurt.. Your campaign defies logic and I’m thoroughly disappointed in your approach.
I think this ad is sexist and degrades women. He knew she was a smoker when they got together so why decide to change her now. I had the same treatment done to me and it’s like mental abuse. How about reversing the role.
Need to work as a team not against one another.
Hate these ads. As an ex smoker I know nagging doesn’t work. My husband smokes but he has to choose when to stop – no one else can make that choice. I find the ads derogatory and extremely annoying. If I still smoked those ads would make me want to light up – not stop. And fyi – I have used champix to stop smoking and am disappointed at this strategy.