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Mittwoch, 01. August 2012

For Teenage Smokers, Removing the Allure of the Pack

Von buycigarettes, 16:00

Crispin Porter’s ad campaign took the teenage desire for rebellion and turned it against the tobacco companies. The Truth brand would now compete with Marlboro and Camel(buy this cigarettes here). For one TV spot, Florida teenagers taped a road trip: they drove to Philip Morris headquarters in Richmond, Va., and asked the security guard at the compound gate if they could talk to the Marlboro Man. Sorry, he’s dead, the guard replied. (The model who played the Marlboro man had indeed just died — of lung cancer.) This all went on tape and on the air.

Other ads showed kids making prank phone calls to the tobacco-industrial complex. A group of girls called Lucky Strike’s advertising account coordinator. “What is the ‘lucky’ part about Lucky Strike cigarettes?” one girl asks. “Is it because… I might live?” After the executive hangs up, the girls laugh maliciously. Florida’s health department then organized SWAT — Students Working Against Tobacco — groups in every county.

“We never said ‘don’t smoke,’” said Perez, who was later hired to run SWAT. “We got a bunch of kids together to make a statement to the tobacco industry — to rebel against them.” The TV ads and the student groups amplified each other. The television spots made it look like teen rebellion against cigarette companies was sweeping the state. The SWAT groups made it look like the TV ads came from kids, not adults — which boosted their credibility.