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Cigarettes on the Ground: Inventive Marketing

by Michelle

"It seems not only do you need a cigarette, you also need aid."

This ad was created for the Instituto Nacional del Torrax: Cigaretto in Chile.

A rolled flier that looks very similar to a cigarette was placed in high traffic areas on the ground. When a smoker picked it up, he will find out that it is a flier that points out his addiction to cigarettes and offers to him some help.

Agency: Perfil BTL, Santiago, Chile
Creative Directors: Alejandro "Lato" La Torre, Jorge Llewellyn
Art director: Jorge Llewellyn
Copywriter: Alejandro "Lato" La Torre

What do you think? Does it work? How would you have done it?

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Comments
May 19, 2007
by Anonymous Chew Baca (not verified)

In the USA

that would be called "littering".

May 19, 2007
by Raluca (not verified)

More like this

I want to see more ads like this. smoke is so bad!

May 19, 2007
by Alexis

I don't think this

I don't think this advertisement is so brilliant. This ad assumes that someone would pick up a cigarette off the floor.  The average person does not pick stuff off the ground.

May 20, 2007
by Anonymous Joe Camel (not verified)

Off the Ground

I agree that most people don't pick things off the ground.  The ones most likely to pick up this so-called cigarette would be KIDS who are curious and would LIKE to get their hands on a cigarette.  Similar to the D.A.R.E. program, this would probably just INCREASE their curiosity and perhaps make them MORE likely to actually get their hands on cigarettes.


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