Question

Topic: Advertising/PR

Cigarettes In Advertising?

Posted by Anonymous on8/4/2006 at 12:41 PM ET 125 Points
Need opinions: We were working on a piece of sales collateral for the B2B sales team that had a headline implying the mafia. The photo was an older mafia-style gentleman with a cigarette.

My thought was that we shouldn't use cigarettes in our advertising. Its just too much of a social issue. This is a billion dollar real estate company with a million dollar marketing budget.

Thoughts?
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RESPONSES

  • Posted byDeremiah *CPEon8/4/2006 at 1:51 PM Accepted
    Hi madaboutelvis,

    hope you're having a great day!

    I agree that the cigarette concept should be pulled. What you're promoting is just as important as the promotion concept itself. There are plenty of things you can leverage though with an idea like this that will complete the images character better. From the way you dress the character to what you surround the character with will cause the image to ring true. Remember our only real problem in life is our failure to be "MORE Creative" than we’ve ever been. If you “Invent” your opportunity YOU WILL most definitely create your future. Just know that I'm here for you if you need my help. Is there anything else I can do for you?

    Your Servant, Deremiah, *CPE (Customer Passion Evangelist)
  • Posted byPeter (henna gaijin)on8/4/2006 at 2:16 PM Accepted
    I wouldn't automatically throw out the cigarette. You are trying to imply mafia. And mafia brings up thoughts of people doing things that aren't necessarily right, legal, etc. Having the mafia character with a cigarette may help forward this perception.

    Using something that is not socially accepted is an easy way to help bring awareness to an ad. But you ave to make sure it is done in a way that doesn't offend people at the same time.
  • Posted byNatashaChernavskaon8/4/2006 at 2:16 PM Accepted
    Hello, madaboutelvis,

    Well, it depends on the target audience. Anyway, the cigarette holding image would not actually represent the real estate confidence... Neither I think about the mafia image. But you know all details of the project, may be everything goes along very well.

    So... My personal opinion - not using neither of the mafia or cigarette.

    Good Luck!

    Natalia
  • Posted byDeremiah *CPEon8/4/2006 at 4:31 PM Accepted
    I agree with W.M.M.A., (he's sharp)...remember it's your brand you've got to think about and the audience you are trying to influence.
  • Posted on8/4/2006 at 7:29 PM Accepted
    I would neither use a cigarette nor a "mafia type" image. Negative images can stand out of the pack but they're also a "double-edged" sword.

    From the numbers you've quoted, your company is obviously successful... why resort to creative "gimmicks"?

    房地产是一个非常理性的决策支持position for anyone within your B2B target. Just state the facts and ensure that your company's brand and value proposition are already sustainable and better/above that of your competitor's.

    Good luck!
    rocafort-mercado
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