Archive for the ‘Gauloises’ Tag

Vive Le Moment goes big-time summer stupid

Are you 20 something and a bit warm? Do you live too far away from the beach or pool? Why not compensate by filling up the back of a pick-up truck with water and then jump into it with your clothes on with three equally motivated souls? Vive le Moment.

Next, are you in a really good mood and also have a cool scooter that you want to trash by attempting to ride it in a squat position on the beach with your mate standing up behind you? Albeit with a crash helmet on. (Is that required in France?). Might you do this because there is are some storm clouds in the distance? Good. Vive Le Moment.

Gauloises cashing in on the summer

It’s festival time! Break out the cancer sticks of choice: namely Gauloises. So, the latest in the long-running Vive campaign – 3-day festival, 2 nights in a tent, and a moment of freedom.

A few questions, if it is real freedom, why are the bearded men showering in their clothes? Are they shy? Actually, looking at it again, perhaps it’s raining – they are showering in the rain? The two be-tented people looking on seem to be have a great time watching a couple of tossers. Whatever the situation, they need to enjoy their moment of freedom. With Gauloises, be rest-assured, it won’t last.

Gauloises does carefree dancing in the street

So, Gauloises is rehashing some of wp-1481460345591.jpgthe imagery of its Vive le Moment advertising campaign. New taglines. I have seen a newer version of the women with moustaches on railway stations without having the option of taking a photo. But the young couple dancing in the street is completely new to me. What is going on here? Tagline is “Old Love, rejoined, new fire”. Erm….ok. So, young couple break up and get back together again with new energy, hence the dancing in the street. Enjoy the moment, for sure.

What I am confused about here is the law on advertising in Germany. In my previous post on the subject, it was clear that negative images of the effects of smoking were explicit with the foetus in the ashtray. But here, with the exception of the small black writing at the bottom “smoking is deadly” (upgraded from “smoking can be deadly”), all is idyllic.

Luckies hoping we do not notice?

wp-1480279623909.jpgI suppose that when the UK leaves the EU and Nigel Farage becomes PM at the behest of the US President, then cigarette advertising will be back on the streets of the UK as they are in Germany. The run up to Christmas is not the best time to see this particular species of advertising, but the Lucky Strike – Luckies – brand is loitering in U-Bahn Stations in Munich (left).

What is interesting about this one, notwithstanding its lack of imagination – good deal and thick, if my translation is up to it – is that it is forced to show something nasty on the front. Inside the black band on the packet is an ashtray with the ash forming the shape of a foetus. This is the first time that I have seen this on street posters. It raises the question as to whether the advertisers could have avoided this by not showing the packet? If they are able to do so, then this is an even more stupid billboard than I had first thought. If they cannot, how is the negative image going to be represeted on more alluring advertising such as that practised by Marlboro, Camel and Gauloises? I trust the answer will come like the answer to plenty of other potentially lethal questions (Trump, le Pen, Wilders) in the much-anticipated 2017!

The Gauloises naughty couple in a bath are back

20160503_073103Here’s a thing, this week I walked past a cigarette advertisement for Gauloises, as you do (in Germany, that is). I dismissed it as one that I already have cataloged and lampooned. But yesterday I was stood on the platform at a S-Bahn station in Munich and read the tagline on the displayed poster and thought perhaps this was not the original advertisement. And so it has proved (see below right). My take on the original wasDSCF1092 that death by toxic tobacco seemed not to be enough for this couple, maybe a STD might help. This is because the tagline suggested they had just met and decided to have a bath together in a hotel room, as you do.

The revised tagline suggests that they already know each other and they have decided to have a bath together because of “stau in Badzimmer” – translated by me as congestion in the bathroom. I am wondering if this is evidence of the impact of this blog on the advertising industry. So shocked were they at my interpretation that they have reworked it to make the main characters seem a little less promiscuous? Or not.

It nearly slipped past me.

Gauloises spring campaign

20160312_164404It is Gauloises’ spring in the cigarette advertising race now on in Germany. Two new posters have appeared, both extolling the virtues of being young, as youth hides the fact that the product is lethal and makes consumers chronically ill. So, exhibit one (left) has a bunch of millennials demonstrating how difficult things are at the moment for them as the can clearly only afford one set of clothes. Hence, in order to wash their clothes, they have to take them off and expose their youth, the women particularly. And because they cannot read (the normal thing to do in a Launderette), they have stolen a shopping trolley in order to play with it, costing me, the supermarket customer, more money because it has to be replaced at some point. Strapline-wise, stuff about being wet and having fun.

Exhibit two (right) is clearly set somewhere warmer than Munich at the moment; but shares 20160312_171104with its companion poster Millennials’ aversion to clothes. This time, two couples stand on top of a 4×4 with very little on. The light shining through the car windows suggests that they have parked close to an airport runway. They may well have a death wish? Better to be sucked into the engines of a landing airliner than succumb to chronic disease associated with the advertised product. If my hypothesis is wrong and they are actually in Munich, hypothermia will do the same trick for them. Strapline is something about freedom, brotherhood and serenity.

20160312_170306Finally, on the subject of death, Marlboro has come back strong with its You Decide campaign (left). Easy as ever. No!



Filtered French chic

20151220_183240It’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 20151205_230107Moment 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.

Cigarette advertising – Vive death

2015-06-18 22.32.27Munich’s Laim S-Bahn station is the place to see the most recent billboards featuring cigarette brands. Last night I saw two splendid examples; one for Pall Mall (left) and the other for that oh so French fun brand of death, Gauloises (bellow right). There’s also a Lucky Strike effort (below left).

Pall Mall move away from the Pall Mall sex couple and revert back to selling on the basis of those rather smart packages. The strapline does not translate very well, but let me try ‘way ahead on taste’. How would you know? Better than those coffee flavours by Lucky Strike?2015-06-19 20.17.19

Much more accessible is the Gauloises campaign, Vive le Moment! Here we have a bunch of blokes falling into a pool. Great fun. It’s a warm day, let’s fall into the pool and be cool and cooled. Better to drown than to die of cancer, I guess.

2015-06-19 19.58.21Finally, Lucky strike persists with the strikethrough campaign. “Lots of meaningless advertising” states the original. Strikethrough and you get some more meaningless advertising: “more content”. Yeah. Lethal chemicals. Keep up the good work.

Spring cigarette advertising campaigns in Germany

DSCF1097Cigarette advertisements in Munich are sprouting like spring flowers. Three brands are slugging it out on the streets, Pall Mall, Camel and Gauloises (making a welcome return to the narrative).

Pall Mall has gone monochrome with a set of posters featuring people who have amazing lives. Seemingly. These two loveable men, according to the caption, as I  understand it, have very colourful lives already (hence the monochrome picture). The cigarette seems to help theirdownload_20150216_142357 masculinity.

There is an equivalent for the women (right). These two sophisticates ask what are we to think of them? Not much. Really.

DSCF1092The French brand, Gauloises, has a similar approach with its ‘Vive le Moment’ campaign. Of course, this involves, like the competitors, living life to the full with cigarettes, a seemingly contradictory idea. Here we have two people having fun in a bath – though the cigarette is unsurprisingly absent. Somehow they have ended up in this situation having missed a flight and checked in to a different hotel. As you do. Both of them seem to have overcome their nicotine addiction and predilection to cancer in favour of sexually transmitted diseases.

There is an exclusively female take on this. Here they use their long tresses to create moustaches. Why would they do this?DSCF1095 Not sure. Maybe they should get to know the hairy men in the Pall Mall ad. Could be a good night of tobacco exchanges. Or not.

DSCF1094And then there is Camel, ‘untamed since 1913’. Colourful. A bit like gravestones. Quite fitting really.

New crop of cigarette advertisements

Gauloises_June2013Cigarette advertisers have finally launched their summer campaigns. Four are now visible on the streets of Munich. Galloises (pictured left), L&M (below right), John Player Special (below left) and Lucky Strike (below right).

The new Galloises campaign is not new at all. It continues to align smoking with the good urban – Parisien – life. Like its predecessor (see post 5 June 2012) there is leisure, urban greenery and attractive young people. Only one of them smokes. The emphasis continues with the ‘natural’ sense of the product and that it is without additives.

L&M_June2013Meanwhile, the L&M brand pursues two distinct approaches. First, and similar to Galloises, the natural line (right). The greenery is there, there are no additives, the packaging is recycled. Surely one should try them? Compelling, don’t you think?

L&M_July13However, that may not be compelling enough. So, in parallel, L&M have the good value approach (left). A big choice and a good price. Presumably these do have additives at no extra cost?

John Player Special continues with the ‘Just Free’ theme. Previously in this campaign, three young people stride forward fromJustFree2 the shackles of ordinary life towards cancer (see post 23 March 2013). The latest edition has a lone young man jumping over these exact same shackles.

20130730_101254And not to be outdone – or maybe an afterthought – women can jump over them, too.

A winning campaign if you ask me.

And finally, Lucky Strike. What is going on here (right)?

luckytrikeLucky_strike2_July13The strapline reads – assuming my translation works again – Almost as good as the original – with the ‘almost as good as’ struck out. Luckily, no doubt.

There are two more in this series – ‘taste the difference’ (left) and ‘taste is everything’ (right). In advertising terms, it is a bit of a mystery how these are Lucky_strike3_July13supposed to achieve customers. Is it something about making the viewer work a little to get the point? Or is it that they are seen to be clever?

Echt! As they say.