This spot uses an everyday “sleep fail” as a metaphor for how cigarette cravings disrupt the body’s natural rhythms.
By highlighting the small, embarrassing fractures in our rest, the film reframes nicotine addiction as something that quietly sabotages your wellbeing long before the bigger consequences show up. The concept is simple: when cravings take over, even your sleep pays the price.
Agency: FCB New York
Client: The Real Cost FDA
Product: Social spots
Creative Director: Leila Moussaoui and Seth Kelly
Senior Art Director & Copy Writer team : Lina Trejos & Ryan Cousins