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February 2021

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As smoking bans in cinemas (1987)and advertising & brand restrictions on screen started to take effect, an audience that had been introduced to the slightly heady and surreal world of Star Wars V, the slightly camp but awesome Top Gun, the clean living style of Superman and ET were responding to the B&H advertising (see previous post) hence Leo Burnett were tasked with introducing in new approach to promote the Marlboro brand which also ticked the boxes/neatly sidestepped the new guidelines on cigarette advertising

The agency cannot control what emotions arise in viewers of these images, and there is no way a single image can convey every possible outcome from smoking

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