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Cigarette

Campaign
Agency Network: 
Published/Aired: 
March 2009

Description

Print advertisement created by Elalmacen, Argentina for Hombre, within the category: Media.

Caption

Happy hours, vices and gadgets. And of course the girl of the month.

Advertising Agency: Elalmacen/bue, Buenos Aires, Argentina
Creative Directors: Daniel Onorato, Caio Lucini
Art Director: Benjamin W Sepulveda
Copywriter: Hernaldo W Torres
Photographer: Alvaro Puentes
Other additional credits: Silvia Letieri
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Guest's picture

So... Hombre magazine is so distracting, you'll light your cigarette at the wrong end? Is that the message? Lame.

Would've been way better to show the guy in the act of lighting the smoke, while reading Hombre. So you could see how interested he was in the material. More dramatic potential, more feeling in that. By the time it gets to the ashtray, he's already noticed his mistake, the viewer got there late. There's not much to see in a burned-at-the-wrong-end smoke. Just potential for the viewer to not get it.

Guest
Guest's picture

did you read the copy?

Guest
Guest's picture

Yes. It doesn't do anything to shorten the gap, which is the problem here.

Breakdown of the process. Pretend you were hearing it for the first time and didn't know where it was going, like a joke someone was telling:

"We've got a beer, an ashtray, a very clean Zippo. The cigarette's burned at the wrong end. It's next to a copy of Hombre magazine, which offers Happy Hours, Vices, Gadgets.... and of course, the Girl of the Month."

Laughing yet? If you told that to someone who wasn't trying really hard to make the joke work, you'd get a blank stare. That's the problem, they have to do all the work themselves for it to be funny. I don't mean to underestimate the audience by saying that it's asking too much, what I'm saying is that the punchline, when it happens in the mind of the audience, consists of working backwards to moments earlier.

A guy's having a smoke while reading Hombre magazine. He turns the page, and the Girl of the Month has him so distracted -- she's so sexy, he lights his cigarette at the wrong end!

By changing the delivery, the picture becomes a lot more dynamic. You focus on the reaction of the person, who is central to this event. It's a story about a guy enthralled by a sexy girl, not a story about a cigarette getting lit the wrong way. The smoke is the evidence of the emotion, not the emotion itself. I don't think this is spoon-feeding, nor is it making the joke too plain. I just don't see the point of removing people from the picture. You can tell the story with only objects, but is that the best way? The moment has already passed and must be reconstructed, placing the allure a few steps deep. It should be an action shot, not a still-life.

Simply put, it's the difference between saying "I would like a burned cigarette in my ashtray due to attention being drawn away from the task by a sexy girl" and "I want to see the girl that's making him do that".

Guest
Guest's picture

Plus, you'd get two key elements in the visual:
-- a facial expression
-- the magazine cover

Both of which communicate a lot that is missing from this ad, in a way that's instantly absorbed.

Guest
Wordnerd's picture

Forgive me, i didn't read your complete comment, but: i seems your idea is to show the picture happening in your head when see the ad.

might be a matter of taste, but for me the campaign as it is right now is one step further than your suggestion.

Wordnerd
Activity Score 6692
Copywriter
Guest's picture

These are funny and light, nice work

Guest
federo's picture

agency member??????

federo
Activity Score 781
advertising agency
Guest's picture

why did u crop the magazine ?

Guest
Guest's picture

did u crop the magazine ? why ?

Guest
Guest's picture

L - A - M - E. Not even student work.

Guest
Guest's picture

very good
very funny

Guest
Guest's picture

The magazine's not cropped. It's somebody's hand on the cover. But yeah...it does make it look cropped :)

Guest
Guest's picture

The magazine's not cropped. It's somebody's hand on the cover. But yeah...it does make it look cropped :)

Guest
Guest's picture

Takes a minute to sink in.. but I like it. A refreshing way to promote a magazine, which isn't an easy task in the first place. I agree, it would have been stronger to have the act of lighting the cig instead of it just sitting in the ashtray.. but overall pretty good! Love the art

Guest
PurpleHaze's picture

It’s a good ad…but I think it just needs a little more exaggeration…but good work none the less…

PurpleHaze
Activity Score 53
Copywriter |

*BendingTheTwisted*

Wordnerd's picture

this is an ok concept with nice little ideas in execution. i think it's solid. i just wonder: do people even get it's hombe magazin from the H in the upper right corner?

Wordnerd
Activity Score 6692
Copywriter
Guest's picture

you don't light cigarette like that.

Guest
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