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Cigarette

Published/Aired: 
January 2007
 Cigarette

Description

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.

Caption

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

Advertising Agency: Perfil BTL, Santiago, Chile
Creative Directors: Alejandro "Lato" La Torre, Jorge Llewellyn
Art director: Jorge Llewellyn
Copywriter: Alejandro "Lato" La Torre
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salva5's picture

This is Brilliant.

salva5
Activity Score 22
Web Designer/Developer |

<a href="http://salva5.net">S5</a>

addyhoch10's picture

great stuff! i bet their are enough people who'd pick em up

addyhoch10
Activity Score 2592
Art Director
the_ashlands's picture

i think the idea would work wonderfully for those who would actually pick them up. it could be a great campaign. im just not too sure the bulk of the public would pick up a cigarette thats lying on the sidewalk, unless you were homeless or just gross and didnt care about smoking what is essentially a piece of trash..i mean who knows where those cigarettes have been, aside from a dirty street corner?

i think the vast majority of these would end up being swept up, or washed into the sewer and never even seen as an ad. there has got to be a better way to go about placing them about the city.

the_ashlands
Activity Score 1394
Graphic Designer |

www.ashlandic.com

slim's picture

isn't the target for this the hardcore smokers? ie. those who would actually stoop to picking them up?

slim
Activity Score 1047
Copywriter
the_ashlands's picture

yes. but i still dont believe many 'harcore' smokers would smoke trash. a hardcore smoker is the sort that is rarely found without a pack, or two, on them anyhow.

the_ashlands
Activity Score 1394
Graphic Designer |

www.ashlandic.com

ellehcimeo's picture

agreed. especially on a busy street. i know one or two who would pick it up if no one was looking. i imagine though that these would be placed on busy streets to get maximum coverage.

ellehcimeo
Activity Score 3376
Art Director
PaulyG_fill in the blank's picture

I would like to speak on behalf of smokers everywhere when I say that no smoker would ever bend over and pick up a dirty cigarette off the ground. We may be smokers, we're not filthy, desperate lowlifes who would smoke anything. This logic could be applied to anything - someone who looooooves pepperettes would pick a pepperette off the dirty ground and eat it - it's absurd.

PaulyG_fill in ...
Activity Score 1148
Copywriter
GeGeGe's picture

shinning guerrilha! the new ad! god save the agit prop!

GeGeGe
Activity Score 46
General Manager
_inkpact's picture

amen!

_inkpact
Activity Score 84
Art Director
tiny_wordz's picture

great!!! nuthin more can b said except "i wish i had done that"

tiny_wordz
Activity Score 325
Copywriter
PaulyG_fill in the blank's picture

As a smoker, I take a little bit of exception to this. I've run out of cigarettes, and when I do - I go buy a pack. I have never in my life picked up a cigarette off the ground before, and I don't know anyone who would. While the thought is there, the execution is not.

PaulyG_fill in ...
Activity Score 1148
Copywriter
PeteHH's picture

Awesome!

PeteHH
Activity Score 202
Copywriter
PaulyG_fill in the blank's picture

This would hit 1% of the smoking population - the homeless. No respectable person would bend down and pick up these cigarettes, I don't care how bad they 'need' it. Hence, this doesn't work at all.

PaulyG_fill in ...
Activity Score 1148
Copywriter
_inkpact's picture

There´s a solution that would solve the problem of who´d pick them up from the floor; just putting them in bars, tables, chairs, benches, etc.
It´s true, it wouldn´t be such a massive diffusion, but still i think it could be done, more in universities, WC´s, etc...

_inkpact
Activity Score 84
Art Director
kc_brock's picture

great solution _inkpact.

i think that would work. even if someone was just curious, they may grab the smoke laying on a bar top.

kc_brock
Activity Score 703
Art Director |

rd

PaulyG_fill in the blank's picture

Most smokers have cigarettes on them. Someone would have to be poor, and have a desperate, heroin withdrawal kind of need for a smoke to smoke one that they've found. Everyone has a friend that they can bum a smoke off of. I just don't see this idea working at all.

PaulyG_fill in ...
Activity Score 1148
Copywriter
Edo's picture

I totally agree

Edo
Activity Score 16
Copywriter
kitchen_creative's picture

It's oK but the hardcore smokers have more than one pack of cigarettes in his pocket.

kitchen_creative
Activity Score 6
Creative Director
the_ashlands's picture

whoa...deja vu!

the_ashlands
Activity Score 1394
Graphic Designer |

www.ashlandic.com

addyhoch10's picture

agree with _inkpact, it would work better in other places.
maybe they could have placed fake cig packs in bars and clubs, and when you open it you see the flyer.

of course it wouldn't be that strong anymore as the cigarettes are still packed.

and no, it's not true that most smokers / hardcore smokers have one or even more than one pack of cigarettes in their pockets.

this ambient would definitely work for young smokers (e.g. in europe kids start smoking at an average age of 12 years or something). i bet these kids wouldn't mind if the cigarettes were lying on the floor

addyhoch10
Activity Score 2592
Art Director
the_ashlands's picture

and no, it's not true that most smokers / hardcore smokers have one or even more than one pack of cigarettes in their pockets.

...huh? then where do you propose we are keeping our smokes these days? i, for one, certainly dont rely on scavanged smokes i find thru out the city...

the_ashlands
Activity Score 1394
Graphic Designer |

www.ashlandic.com

addyhoch10's picture

every day i witness smokers sponging off other smokers during their coffee breaks
"hey could you 'borrow' me a cigarette? thanks man, i'm gonna buy my some cigarettes later"
and it's definitely not only bums that 'forget' to buy cigarettes.
(of course this doesn't mean that all these people would pick up cigarettes from a dirty ground)

i didn't see the slight red at the end of the cigarette, this is carrying it a bit too far.
but i still think the cigarettes idea would work if they were placed in the right environment such as on tables in bars etc.

by the way, i'm glad i stopped smoking years ago.

addyhoch10
Activity Score 2592
Art Director
kc_brock's picture

absolute killer.

so jealous.

kc_brock
Activity Score 703
Art Director |

rd

srahula's picture

The slight red at the end of the cigarette shows that it has been used or is burning.
This can bring two kinds of deductions into the minds of smokers and non-smokers.
1) Use your shoes to stamp the burning end of the cigarette.
2) Oh! its something that might have fallen off someone who was already using it.
I guess, that keeping a neat cigarette could make the campaign a fraction more meaningful to people who want to pick it up from the ground.

srahula
Activity Score 16
General Manager
diegtf36's picture

cool

diegtf36
Activity Score 14
Creative Director
walkingbuddha's picture

I like this idea yet as a smoker I wouldn't pick up a cigarette on the street.

However, this would be a fantastic idea to help poor / homeless people, as they would pick cigarettes up. Just change the logo.

walkingbuddha
Activity Score 188
Art Director
kandi's picture

scam

kandi
Activity Score 204
Art Director
ja7kid's picture

brilliant..

ja7kid
Activity Score 3
Graphic Designer
tridipnandi's picture

good idea ...but no one will pick up from the road to smoke....

wht else u can do....u can keep a dsplay stand...as other companies do...in front of the shop

and distribute as a free sample....

there will be one cigarette(flier) in a pack....

I think it will work....

tridipnandi
Activity Score 220
Art Director at Lowe Lintas
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Dffuzrdcc
Guest's picture

who picks up cigarettes from the ground in the first place. In NY only bums thats for sure.

Terrible attempt.

Guest
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