Camel pushes on with its “do your thing” campaign

DSCF1538Germany is currently being blanketed with striking posters for Camel cigarettes. Quite a few feature women smoking in public places. Here (left) we see the blonde-haired woman again with, what appears to be, a “don’t care what some of us think” expression. She’s young, confident, and, for the time being, healthy. She also has a friend (bottom left).

DSCF1540What is interesting about this campaign – and something that it shares with the Marlboro parallel “You Decide” campaign – is how unsubtle some of the images are. For example, the woman (right) who is in the process of lighting up. (Apologies for the poor pictures, many of them are behind plastic and on sunny days the reflections are unavoidable.) I have recorded many advertising images over the years where cigarettes do not feature at all. A DSCF1502mere association is regarded as sufficient to promote a smoking lifestyle. Camel itself has moved a long way from its subtle brand-based “Untamed” campaign. I’m not entirely sure what this means. But as the increasingly small warning at the bottom of each poster says, “smoking is deadly”. If you are lucky.

 

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