8/2/2023 0 Comments Marlboro. com![]() ![]() In Germany, there is evidence to suggest that the Be Marlboro campaign was promoted in specialist club nights. “Be real, be free, be fearless, be inspiration, be celebration, be everything you are, and everything you wanna be. A., an ad agency with a base in both Argentina and Uruguay, shows similar images to the other ads young people having a good time. 5 A third English language Be Marlboro ad (no longer available) posted by Palermo Films S. The ad, backed by a thumping dance ‘chill-out’ track, featured images of young, attractive and healthy-looking men and women having fun, swimming and diving, travelling, dancing around a campfire on the beach, dancing in clubs and posing for group pictures together. Throughout the ad, there are images of young attractive people taking part in inspirational activities.Īnother posted on 8th November 2011(and subsequently removed), by Avenida Films, a Columbian production company which specialises in cinema advertising, has no voice over other than a ‘Be Marlboro’ statement at the end. “No poems finished, no mountains climbed, oceans crossed, no freedom won, no city lights, no love letters, this world would be nothing if we just said maybe, so let it out, set it free. In a now removed online video of an English language Be Marlboro ad, posted on the Vimeo site on 8th May 2012 by the production agency Indonesia Kreatif, a breaking dawn is shown and a male voiceover says: Whilst the ads were still available at the time of writing, they were subsequently removed from the public domain. The English ads were located on Vimeo and the Ukrainian on You Tube. None were in German although this does not mean that these ads could not have been aired in Germany as the billboard campaign was presented in English. Three adverts of similar style but different content were found in the English language and two in Ukrainian. It is not known which, if any, of these examples were run in Germany. An internet search for ‘Be Marlboro adverts’ produced a number of Be Marlboro ads. To accompany the billboard media in Germany, PMI also ran two adverts on the big screen in cinemas. Organisations promoting health in Germany such as the German Cancer Research Centersic and ‘Forum Rauchfrei’ (Smoke-free Forum) do not agree, their counter response is described in the ‘Public Health Community’s Response’ section below. Image 11.“Savour every moment even the simple ones”Īccording to PMI, these campaigns were explicitly aimed at legal age smokers between 18 and 24. All images unless otherwise stated are sourced from Frederic de Wilde’s PMI Investor Day presentation, 2012. Subsequently, a few weeks later, the advertisements developed from this simple ‘maybe’ into ads offering two choices and the slogan ‘Don’t be a maybe. This was a deliberate omission as these ads were intended to act as a “teaser campaign” to arouse people’s interest. The billboards were not attributable to anyone. In December 2011, campaign billboards appeared with a large black lettered ‘MAYBE’ written on a white background with the MAY crossed out with a red cross (Image 1). The following information about PMI’s Be Marlboro campaign is sourced from a presentation by the tobacco company’s Senior Vice President of Marketing and Sales, Frederic de Wilde, at PMI’s 2012 investor day. The campaign ran in 64 countries worldwide. Be Marlboro billboard Germany, screengrab from Frederic de Wilde PMI Investor Day presentation, June 2012 ![]()
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