I walked past this ‘iSmoke’ ad for Lucky Strike cigarettes the other day. How wrong? Let me count the ways…
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It’s lazy creative. This is a one-minute lame idea that borrows everything from someone else’s campaign, badly.
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The type is wrong. Apple use Myriad for the iPod campaigns (and most other marketing) now. It’s also badly set.
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iSmoke - what kind of message is that? I think it’s a response to the partial smoking ban here in Germany. The right to kill yourself and others around you is highly regarded by many.
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The equation of the Lucky Strike packet to the iPod? That’s part of the one-minute lame idea. Bored creative sitting in the pub with iPod and cigarette packet on the table sees easy idea.
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The deliberate youth targeting.
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The possible attempt to obfuscate the health warning.
Any more that I have overlooked?
Not that I really want to see more cigarette advertising, but I haven’t seen anything that’s remotely clever for about 20 years. It’s as if the ad industry has just given up on it being a lost cause.