Be informed

Since Marlboro’s controversial Maybe campaign (various examples on this blog), Marlboro has been pursuing a “without additives” approach. Dull if nothing else. Meanwhile Marlboro’s traditional territory, men in farming landscape with cigarettes, seems to have been reoccupied by Lucky Strike. Lucky Strike is still perfecting its strike-through approach (left). So we go from the main point of everything being right (Hauptsache-recht), to everything being real (echt), including the lung cancer.

To save on budget, as I imagine these fantastically clever strike-through slogans must cost a fortune to compose, they are using them twice (right).

Poor old Marlboro. But wait a minute, there is now a fight back (left). It is the Marlboro Frau wearing the lumberjack shirt, in a vehicle in the countryside with added no additives. Take me to the tobacconist.