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American Legacy Foundation Ex "Re-Learn" Campaign: Driving

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EX “Re-learn” Advertising
Campaign Background
• EX developed the “Re-learn” campaign to encourage smokers to look at their habit in a completely new way. A way that allows them to see the individual parts of their smoking habit. EX knows the more smokers understand about their habit the better their chances of quitting.
• The goal of the “Re-learn” campaign is to encourage smokers to take the time to really understand both when and why they smoke cigarettes. This knowledge gives them a much better understand of the changes they will need to make to quit and stay quit.
• Many smokers also report a lack of confidence when it comes to quitting smoking because they can’t imagine doing certain things – like having a good cup of coffee – without a cigarette. The “Re-learn” ads seek to build smokers’ confidence by humorously showing people “re-learning” how to do these things without smoking.
• “Re-learning” how to do something without smoking can be a building block for future success. If smokers can learn how to do certain things in their day without smoking, then they’re on the path to learning how to do all the things in their day without smoking.
• The “Re-learn” campaign began running in February and runs through the end of June .

Creative Commentary
• “Re-learn Driving” – A woman “Re-learns” how to drive her own car without smoking. Although she stumbles through the process she eventually figures out how to do it and drives off successfully.
Credits Other credits

Account Service

Account Director: Elissa von Czoernig

Account Supervisor: Stacey Schwab

Account Managers: Tania Leskovar and Heather Snoddy

Assistant Account Manager: Allison Friefield

Marketplace Planning

Planning Director: Amy Empson

Planner: Dan Windels

Line Producer: Mino Jarjoura


Editorial Facility: HutchCo Technologies

Editorial Producer: Jane Hutchins

Editor: Jim Hutchins



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