Be informed

Marlboro has entered the Christmas campaign with some sparsely located posters, this one in Munich. Regular readers will know that Marlboro’s Maybe campaign has generated controversy regarding its juxtaposition of cigarettes and youth/sex. When the criticism has been at its height, Marlboro has kept the “Maybe” and removed the unambiguous images that feed the regulator’s misgivings. And so we are here, the Marlboro box and label are prominent with the unambiguous transferred to the statement “100% MAYBE FREE”; in other words, smoking Marlboros ensures against mediocrity, as per other adds in the campaign (for example, never fallen in love, right).