Creativity

CVS Makes a Wish (That It Can Help Smokers Quit Smoking)

CVS Health Has Launched an Integrated, Multimedia Campaign to Let the World Know It's Quit Selling Cigarettes

Published on Sep 03, 2014

Editor's Pick

To call attention to its decision to stop selling tobacco products, CVS Pharmacies -- part of the newly rechristened CVS Health corporation -- has launched an integrated digital, print, experiential, out-of-home and broadcast campaign, starting with two spots. "We Wish" and "Deep Breath" and both feature scenes of happy, healthy people enjoying life, and a folksy announcer who explains why CVS decided to quit selling cigarettes. The spots also plug a new smoking-cessation program and introduce a new tagline, "Health is everything."

The experiential portion of the campaign involves a giant cigarette butt stubbed out in a giant red ashtray, strategically positioned today in New York City's Bryant Park as a media stunt. The ashtray and the cigarette, both labeled "Cigarettes Out. Health In," bring to mind the much-larger-than-life cigarette-butt sculptures of pop-art icon Claes Oldenburg.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Sep 03, 2014
Agency:
BBDO
Client:
CVS/Pharmacy
Color Grading:
Nice Shoes
Agency:
The Marketing Arm
Agency:
Mindshare
Agency:
Edelman
Agency:
Siegel & Gale
Agency:
Matter

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.