40. Family Matters

Everybody is familiar with painter Norman Rockwell, right? If not, let me give you the quick rundown…Rockwell is most well known for his paintings of family scenes during American holidays, his peak years were around the mid to late 1930’s and up to the 1950’s. His art is a World War II generation staple, and his works are seen as the quintessential “Americana.”
So why not regress to this kind of art in our advertisements? He painted numerous cigarette ad campaigns for various cigarette brands.
The Marlboro Cowboy ad campaign was a predominantly photographic campaign, what I mean by that is compared to most of Philip-Morris’s ads, it was not illustrated. The campaign featured images of men in “Marlboro Country” puffing their manhood away. I think that is the whole reason why these images appeared to be a lot harder,grittier, and more realistic. Seeing an illustrated image of a cowboy does not bring out the same effect as seeing the real cowboy photographed.

Now here is something to think about…
The Marlboro Sky e-cigarette is a much cooler, and up-to-date version of the classic Marlboro brand cigarette BUT only people who have an “old school” sense of sophistication are really going to get into cigarette smoking. So I feel we should be able to portray this sense of “Americana” without the grittiness and aggression associated with the cowboy campaign. That is why I feel that maybe an illustration a-la-Normal Rockwell would be suitable for an ad.
Of course, it would illustrate more modern scenarios but not be completely outdated either. Maybe the illustration could show a grandfather smoking a cigarette while a young boy stands beside of him & admires him; the image next to it could be that same boy grown-up and smoking a Marlboro Sky e-cigarette. The caption could read “Grandpa always taught me right” or something very family oriented. It would touch base with those smokers who picked up the habit from somebody within the family. Just a few thoughts…

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