Theme:
Light, Super & Ultra Light
Collection:
Light
Published:
1999
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 bass drummer in a drumline staring at an enormous bass drum. This eye-catching advertisement pulls teens in and attracts them to Merit Ultra Lights through humor and surprise. Additionally, the use of a marching band, most common in high schools and colleges, further suggests that the advertisement targets young people.
Keywords:
Band, Health, Light, Male, Tar
