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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

In the USA

Submitted on May 19th, 2007 by Anonymous Chew Baca (not verified)

that would be called "littering".


More like this

Submitted on May 19th, 2007 by Raluca (not verified)

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


I don't think this

Submitted on May 19th, 2007 by Alexis

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.


Off the Ground

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

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.