Archive for July, 2019|Monthly archive page

Summer 2019 cigarette advertising, Germany

The current crop of cigarette billboards in Germany are interesting. JPS continues its “death is better value than you might think” campaign (left, apologies about the shadow; confirms it is summer, I suppose). JPS is a curious brand that seems not really to know what it stands for. For example, elsewhere in this blog are examples of JPS and young creative people as well as JPS innovative packaging.

Then there is Winston. Not a regular high-street advertiser, but when it is there, one wonders about the campaign managers. The latest, “for short journeys, for long journeys” is particularly fatuous. That aside, the packaging now carrying acute warnings about the effects of smoking on health seems to suggest that blindness is a badge of honour. Maybe, another interpretation from the one probably meant, blindness is the short journey and the longer journey is death? Especially if one goes for the bargain 36 cigarettes for 10 Euros?

By contrast, Camel persists with the primary colours campaign (seemingly the “Let’s Camel” campaign) and has moved away from the “Do your thing” nonsense. So, Camel eschews the health impacts by focusing on the top of the package. The tagline seems pretty meaningless “spontaneously simply ride into the blue” – rather literal, I know, but it sometimes works with German. In line with Winston and JPS, there are 35 cigarettes for a tenner.

I found another example of this campaign on one of those circular billboards which point out to the road. These can be hazardous to photograph for obvious reasons.

So this one (right) tells us that it really really tastes good. Having never smoked, I cannot vouch one way or the other for this claim. It is still deadly. Echt!