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Cigarettes on the Ground: Inventive Marketing

"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?

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.