25/5/2009
WHAT YOU'RE LOOKING FOR
"WHAT YOU'RE LOOKING FOR" A sophisticated adult advertising campaign that used the slogan "What You're Looking For," replaced the infamous Smooth Joe, a cartoon camel that anti-tobacco hated. Mezzina/Brown, the advertising agency responsible for the stylish new ads, put an outline of the camel icon in smoke, condensation, and several other interesting places. With no text used, not even the Camel brand name, the sometimes hidden image of the classic camel is soft-sell at its best.
