agency: McCann Humancare
photo from left: Doug Welch, SVP, executive creative director • Simon Hunter, SVP, group account director • BJ Kaplan, SVP, executive creative director • John Heath, SVP, group director, strategic planning
Everyone knows the fable about the tortoise and the hare. It was this universal association that made McCann Humancare's print ad for Pfizer's Chantix so effective. By featuring the proverbial race between the turtle and the rabbit, it acknowledged the challenge of quitting smoking and the determination quitters need to stick to treatment—and to battle relapse post-Chantix. The ad didn't need any kind of gimmick, because everyone knows who wins. All McCann had to do was help consumers connect with the mind-set of being determined, steady, and wise.
"In many communications, smokers are vilified and made second-class citizens," explains BJ Kaplan. "Part of this campaign is to praise quitters for the attempts they are taking and to encourage them to quit."