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Nicorette aims to show how smokers can overcome their cravings in Abbott Mead Vickers BBDO's latest ad for its chewing gum.
The TV executions launch the fresh mint gum, designed to help people quit smoking.
A 40-second ad and a 30-second cutdown, which break on Sunday, continue the existing 'cravings man' campaign.
They are set in the boardroom of a large corporation containing a set of worried-looking outsized cigarettes.
The boss launches into a tirade against the gum, saying: 'Damn Nicorette, this fresh mint gum is killing us.' He then plays footage of two women sitting in a cafe, with one of the cigarettes lurking close by. One of the women is tempted, but her ...