The "quitting sucks" tagline is here in force, with a shark attacking a man so tuned in to wanting a smoke he doesn't even notice.
Agency: TBWA/Chiat/Day, New York
Chairman, Chief Creative Officer: Mark Figliulo
Copywriter: Jonathan Marshall, Colin Nissan
Art Director: David Sakamoto, Sean Farrell
Executive Producer of Media Arts: Matt Bijarchi
Senior Producer: David Fisher