• by Fern Siegel , 7 hours ago

Quest Nutrition latest creative — "Succumb to Your Instincts" — an update of the brand's "It's Basically Cheating" campaign — is by SG1, a unit within Publicis Groupe, creatively led by Leo New York.

The work runs across TV/streaming, digital, social posts, influencer social content and out-of-home, with additional extensions into audio and commerce spaces.

The campaign adopts a psychological approach, detailing the battle between giving into cravings and choosing healthier options.

Leo New York used off-camera improv actors to generate authentic reactions from on-screen talent in 30-second, 15-second and 6-second social spots in the future.

The spots are here, here and here.

Joe Mongognia, Chief Creative Officer at Leo New York, said: "We all have that inner struggle with food choices. This campaign captures those struggles and confusion in a captivating way, while showing how Quest lets you satisfy both sides of that internal debate. The goal was to create work that was both cinematic and deeply relatable."