Most of the time, we see ads showing us how triumphant and victorious you'll feel once you quit. Ads also tend to portray how easy it will be ( a person confidently walking down three steps). It's refreshing to me to see Nicorette's recent take by admitting that quitting does suck, but they can help make it suck less.

I think that Nicorette can safely assume at least one thing about its target market, and that is that they are stressed out. That's why a lot of people smoke in the first place. So trying to quit only adds to that stress. Many of these people have probably tried to quit before, thinking it was going to be easy. So now, framed by the proper expectations (put in a blunt way for comedic effect), the journey of quitting can take place more realistically.