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Tobacco Cigs Brand Marketing News
Camel aims for movie excitement
R.J. Reynolds Tobacco’s advertising is taking a dramatic turn in a new pan-European campaign designed to lift sagging sales of Camel cigarettes.
In a major departure from previous, humorous Camel advertising, the new cinema spots that began last week look tike trailers for two fictional movies, ‘Phantoms 0f the Sun’ and The Search for the Golden warrior.’
The lustily produced ads show montages of very dramatic scenes purportedly from these films. The only clue to the fact that they’re ads is the beginning title, ‘Camel presents,’ and the ending voiceover: ‘A Camel adventure featuring the Camel pack.’
The ads will run in Germany, Switzerland, the Netherlands, Greece, Spain and the Canary Islands. Other countries are excluded because they don’t allow tobacco advertising in movie theaters.
The new advertising is unusual for Camel in more ways than one. The ads eschew humor, the hallmark of RJR’s European Camel advertising since spring 1992. But the effort also had a different creator, the New York office of McCann-Erickson worldwide instead of McCann’s Frankfurt office.
Although the Frankfurt office’s work was well-received, winning a Cannes Lion US: summer, it simply didn’t sell Camels.
‘It is a good thing when the agency wins prizes,’ said Hans-Joachim Weder, president of R.J. Reynolds Tobacco GmbH. ‘But the main goal of the campaign is to increase sales.’