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 sumo wrestler elegantly pirouetting in ballet slippers. He appears to be floating above the glossy hardwood floors, emphasizing his unexpected lightness. This eye-catching advertisement pulls teens in and attracts them to Merit Ultra Lights through humor and surprise.
Keywords:
Female, Health, Light, Male, Opera, Tar
