Pfizer
The Idea:
In Europe and the UK, a common major hurdle for smokers trying to quit is that they often try to do it alone, without the help of a doctor. As with many things in life, quitting smoking is easier with an expert. We recontextualized the problem by bringing in expert football coach Claudio Ranieri to help out a struggling amateur football team.
30s Broadcast:
Longform video:
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