If you think using the word ’suck’ in a TV commercial is inappropriate, you’re in the minority. A new spot for GlaxoSmithKline’s Nicorette gum, which is promoted to help people quit smoking, prominently uses the ’s’ word and, after viewing, the ad was considered appropriate or extremely appropriate by 72 percent of smokers and 65 percent of those who don’t smoke.

Responses came from 300 viewers, and nearly half of the smokers, or 49 percent, were more likely to try to quit after viewing the ad, which uses the word ’sucks’ to convey how difficult quitting can be. In fact, 80 percent found the ad to be extremely or somewhat effective and 34 percent indicated they would be more likley to use Nicorette. The survey was conducted by HCD Research (look here to watch the ad).

Nicorette doesn’t come cheap, though. The gum retails for anywhere from $43 to $62, depending upon the number of pieces in each pack. As CNBC’s Mike Huckman points out, selling Nicorettes doesn’t suck.