While this was obviously not what went to production, this was a fun concept I would still like to share. The Tabac brand, up until this campaign, had the challenge of being associated with grandfathers. It is an old brand that was about to be launched for a newer generation. We wanted to embrace the brand's identity and also acknowledge the brand's reputation. Here we decided to embrace the older generation who used Tabac. This were men of another era, men who didn't get pedicures or do yoga. Manly men. And a part of you wishes you could masculine like them.