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Cigarette

Agency: 
Published/Aired: 
March 2009
Description: 

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

Comments (17)

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Highest Rated

Guest's picture
Guest

you don't light cigarette like that.

Guest's picture
Guest

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's picture
Guest

did you read the copy?

Guest's picture
Guest

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's picture
Guest

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.

Wordnerd's picture
Wordnerd
Activity Score 6692

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.

Guest's picture
Guest

These are funny and light, nice work

federo's picture
federo
Activity Score 781

agency member??????

Guest's picture
Guest

why did u crop the magazine ?

Guest's picture
Guest

did u crop the magazine ? why ?

Guest's picture
Guest

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

Guest's picture
Guest

very good
very funny

Guest's picture
Guest

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

Guest's picture
Guest

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

Guest's picture
Guest

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

PurpleHaze's picture
PurpleHaze
Activity Score 53

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

Wordnerd's picture
Wordnerd
Activity Score 6692

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?

Guest's picture
Guest

you don't light cigarette like that.

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