Pfizer puts a doctor in the front seat to make the ‘quit chat’ easier for smokers
Pfizer is seeking to make conversations about quitting smoking with your doctor easier by putting people in car so they can chat with a GP the way they would a taxi driver.
The campaign video features three unsuspecting smokers getting in a car to go to their doctor’s appointments where they find the driver is actually a doctor.
A 30-second spot will be running, pushing people towards the Help to Quit website. Three videos featuring conversations between a doctor and the individual smokers will be available online.
The campaign, created by M&C Saatchi-owned experiential agency LIDA, was based on the insight that two thirds of smokers want to quit however choose to try and do it alone.
LIDA general manager Brendon Harrington said in a statement: “We know that smokers are four times more likely to quit with the help of a healthcare professional, so we wanted to make that first conversation feel less daunting and a little less confronting.”
Animated videos will be running across social media, utilising the same concept that difficult conversations are made easier if they are with your barista or hair dresser.
A consumer campaign will be running alongside a campaign targeted towards healthcare professionals.
Last year’s quit smoking campaign from Pfizer, created by With Collective, featured a ‘reverse intervention’ where the smoker addressed their family about why they needed their support instead of nagging.
Cameron Dodds, commercial portfolio manager of women’s health at Pfizer, will be speaking at Mumbrella’s Health Marketing Summit on August 22.
Credits
LIDA
Brendon Harrington, General Manager
Kat Lear, Senior Account Director
Ben Wall, Senior Account Manager
Matthew Lam, Senior CX Strategist
Shaughla Ahmad, Social & Healthcare Strategy Director
Whitney Chan, Social Content Manager
Richard Donovan, Executive Creative Director
Pat Khoo, Senior Art Director
Jordan Davies, Copywriter
John Pannocchia, Executive Producer
Jacqueline Daniel, Senior Producer
Jay McGuinness, Animator
Hive Films
Edward Copestick, Director
Christopher Baron, Editor
Paul Leaning, Producer
Justine Moyle, Producer
Yep totally unsuspecting.
They just happened to get into a car with a dash cam. That car just happens, or was arranged, to pick up said unsuspecting smoker. The unsuspecting smoker just happens to be going to a doctor’s appointment. The driver of the car just happens to be a doctor.
And such as unsuspecting event happened three times.
I suspect that this is not unsuspecting at all.
It doesn’t make the ad bad, but the word ‘disingenuous’ springs to mind.
User ID not verified.