Breaking a habit becomes a little more fun and a lot less hard when you’re truly allowed to break it. When you can watch it snap, crack and fold. So when Walkers wanted to encourage Brits to break the habit of saying “I’m fine” when they don’t actually mean it, we went ahead and broke it. Turning “I’m fi-ne” into “I’m fi-ghting the urge to quit my job every single day.” What used to be the start of an overused and dishonest answer became the opener to something a little more real.