Be informed

It’s all in the filters at the moment. The delivery of carcinogens to willing humans takes great scientific endeavour. The current JSP campaign in Germany leads on this and takes on Lucky Strike and Marlboro whose new filter, Advance, is advertised to build anticipation as if it was a Star Wars film (“Are you ready for Advance?).

I apologise for the poor quality of this picture – it was taken at night across a railway platform. However, “Qualität die sich lassen kann” loosely translates as “allow yourself quality” coupled with “Jetzt mit festerem Filter” earns the ad agency its fee. And the smoker cancer.

Thank goodness, then, for the creativity of Gauloises’ ad agency. Vive le Moment has the obligatory bearded man in a tuxedo, stylishly arriving at some gig with his bicycle slung over his shoulder (easier to ride, I would have thought). “Enzigartiger Stil, grossartiger geschmack. Meine Wahl” reads as “Unique style, great taste. My choice”. How clever is that; I mean, what a fantastic play on the concept of style? So cool.

By the way, just behind the door is the Grim Reaper.