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 mighty rhinoceros treading on thin ice. This eye-catching advertisement pulls teens in and attracts them to Merit Ultra Lights through humor and surprise. Additionally, the blue and white natural landscape mirrors the colors on the pack and sparks an association between Merit Ultra Lights and purity, freshness, and nature.
Keywords:
Health, Light, Rhino, Tar
