Like Silk Cut, Gallaher's other big brand, Benson & Hedges (l.) aims to create a brand image so strong that a recognizable symbol will survive increasingly tough regulations. Magazine and outdoor ads by Collett Dickenson Pearce, Lo ndon, always depict an unmistakable large gold
pack in an unusual setting.
In Brazil this year, a test market commercial for Argentine cigarillo brand Sydney parodied the health warnings on cigarette packs and ads. A series of exaggerated "warnings" tell viewers that microwaves, X-rays, TV sets and othe r objects cause cancer. The spot ends with the line "100% tobacco, 99% honest." Created by TBWA Graciotti Schonburg, Sao Paulo, for A&TM, the brand's Brazilian distributor, the commercial picked up a silver award in Latin America 's prestigious FIAP award festival. The contest is one of the few that still has a separate category for tobacco advertising.
Vitruvio Leo Burnett, Madrid, captured the excitement and action of fans and players at a big-time soccer match in a commercial where mention of Philip Morris International's L&M brand comes only in the closing frames. In the spot, titled "Arbiter," the referee gets swept up in the victory and he and members of the winning team celebrate in fron of a banner that reads Comparte Tu Alegria (Share the Joy). The spot won a bronze award at FIAP.
"Smoking Rockets" is an offbeat Swiss cinema commercial created for Philip Morris International's Chesterfield cigarettes by production company Katze Productions, London. The action focuses on several friends gathered in Nevada's Black Rock Desert, where rocket enthusiasts come to build and launch small rockets.