NicoDermCQ : The Beauty of Quitting

This new print effort aims to sell female smokers on the NicoDermCQ patch and the very concept of quitting smoking, presented in the manner of a "beauty product," says Arnold/New York CD Ken Ferris. " 'The Beauty of Quitting' is an insight that came out of our strategic department," he explains. "In interviews, women described how long-term smoking was beginning to give them lines and change their face and complexion. We came up with this tagline and rallying cry to inspire women to take a new look at how smoking affects them and to unveil the beautiful effects of quitting with NicoDermCQ, which is a classy and effective way to quit."

In this cosmetic surgery-crazed society, however, if the ads suggest a plastic surgeon's procedural pics, that's not the intention. "The ads are actually designed after a photo retoucher's markup, using a simple grease pencil," says Ferris. "We used this beauty category insider's language to pull back the curtain on how easy it is to make changes to your face if you quit