Agency Network: 
December 2007
Pfizer:  Office


Print advertisement 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
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djakuza's picture

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

Activity Score 517
Art Director
Olafski001's picture

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

Activity Score 1193
Copywriter |
Jimmie's picture

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

Activity Score 127

"Why go on living when we can bury you for $49.50?" (Once Upon A Time In America)

maddoxx's picture

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

Activity Score 73
Art Director |


Jimdjango's picture

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.

Activity Score 15
Creative Director |


JFDreamer's picture

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.

Activity Score 176
BBDO - Perú |

keep smilling

Omikron's picture

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.

Activity Score 6
Jimdjango's picture

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.

Activity Score 15
Creative Director |


Nthngmn's picture

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

Activity Score 626
Art Director
B2B's picture

Side-by-side ads are a terrible idea.

Activity Score 104
stateoftheart's picture

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

Activity Score 181
mmackinven's picture

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

Activity Score 1608
Art Director at Freelance |

Temple's picture

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.

Activity Score 11341
Creative Director
Absolut M's picture

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

bad excecution

Absolut M
Activity Score 1069
Marketing Manager
teenquey's picture

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.

Activity Score 290
reactor's picture

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

Activity Score 294
Creative Director, Monsoon Marketing Communications, Doha, Qatar |


LeeMoh's picture

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

Activity Score 424
nomienick's picture

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.

Activity Score 44
Graphic Designer
ahpitt's picture

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

Activity Score 342
Art Director at Art Director
december's picture

He's got a little Captain in him.

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

Activity Score 93
Copywriter at Southern Methodist University |

I used to think heavy thoughts, until they crushed my head.

Guest's picture

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

Imran Suleman's picture

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.

Imran Suleman
Activity Score 4
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