THE LENGTH BURNETT GOES FOR AD

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The striking picture of a building with desks hanging outside, and smokers sitting at them, that's featured in the new Benson & Hedges campaign must have been done with computer wizardry, right?

No, agency Leo Burnett USA, Chicago, built the building for Philip Morris USA.

Really? Well, sort of ...

While neither Burnett nor Philip Morris last week would discuss in detail the techniques used, citing the "mystique" of the ad, the truth is there was little in the way of high-tech magic.

Burnett actually built a seven-story facade in Los Angeles, then lifted models up to desks, strapping them in with seat belts.

The building, shot by English photographer Duncan Sim, is part of a new campaign aimed at giving Benson & Hedges a distinctive image that's lighthearted in the vein of the classic campaign featuring people having odd problems with a 100-millimeter cigarette. The new campaign breaking in May magazines uses the theme "The length you go to for pleasure."

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