Theme:
Light, Super & Ultra Light
Collection:
Light
Published:
2000
Brand:
Merit
Manufacturer:
Philip Morris
Format:
Advertisement
Tobacco Type:
Cigarette
Quote:
Lighten up with Merit
Comments:
This campaign appeals to a younger demographic with its unexpected and amusing visual pairings. This advertisement demonstrates the benefits of “thinking light” by featuring a farmer staring proudly at an absurdly large haystack. This eye-catching advertisement pulls teens in and attracts them to Merit Ultra Lights through humor and surprise. Additionally, the farmer’s shadow portrays him as much skinnier, demonstrating how he, too, physically “lightens up” with Merit Ultra Lights.
Keywords:
Health, Light, Male, Tar
