||Stuyvesant Advertise To The Ad-Men - And Start A "Me Too" Trend
One of the odder cigarette campaigns in recent times is that which has been running over the last several weeks for PETER STUYVESANT, ostensibly to introduce what is called "the tactful pack" - a plain white cover to contain the normal soft cup. Media used is the advertising trade press.
The first ad announces the pack, dedicating it to employees of the agencies handling cigarette accounts. They follow up more directly with an ad that says "Can you work at Players, Wills, Gallahers, Carreras or any of their agencies and still smoke Peter Stuyvesant?" Others too mention the main agencies by name. The drift of the copy if that overt loyalty to the client's own brands need no longer (with the "tactful pack") stop STUYVESANT from being smoked.
Is it a clever campaign, and will it sells STUYVESANT? The answer to the first part of the question must be "Yes". Clever it certainly is - ingenious, original, and well written. Whether it sells STUYVESANT is far less apparent. It has the marks of something of an "in" joke, perhaps meaning more to the teller than to anyone else. Agency men will, we guess, enjoy the joke and continue to smoke whatever they smoked before.
Now imitators have climbed upon the STUYVESANT band wagon, to cash in on the undoubted fact that these ads do get read by advertising people. First came the Geer, DuBois agency with their ad (using precisely the same typographical and layout style) offering their services to tobacco clients. Now comes an equally obvious send-up from photographer David Booth who says he smokes PLAYERS No. 6, but that he is open: to other cigarette assignments.
A lot has been said and written about creativity in advertising. This campaign is as creative as you like, skillfully written to be read by the "target consumer". Will it do the advertiser any good? You tell us.