Be informed

It is not entirely clear why cigarette advertising in Germany has been absent for most of the year. Obviously the pandemic has been significant – fewer people out-of-doors to see the posters. The marketing of e-cigarettes, too, is part of the story. The new modes of delivery are often owned by the same companies and the campaign budgets are being redirected.

So, it was a absolute delight – and surprise to see that Gauloises, the French brand owned by Imperial Tobacco – back on the streets. And what is more, still marketing under the Vive le Moment tag. And normal packets, too.

Of course the poster is the tried-and-tested. An attractive young woman (not yet with the mouth ulcers, discoloured teeth and diseased skin) sits with her feet up in a yard to an urban apartment – in Paris obviously. She is holding a cigarette that has just been lit. The tagline is “Für Momente, die dir gehören” – roughly translated as “for the moments you own”.

Classic advertising. But I tell you, for those moments, my thoughts do not turn to products that have a concentration of toxic chemicals in them. With the virus around there is enough trying to kill me without cigarettes adding to it. Or is it that the relatively young, need a helping hand with this death thing as the virus does not seem to be enough? 

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.