Finding pretty young ladies who smoke Chesterfield King to decorate these pages is not at all difficult. For example, we simply took our camera to the shore, opened a pack of Chesterfield Kings (an infallible lure!) and out of the waves stepped Genevieve.
This Chesterfield campaign is composed of a series of ads featuring women and their measurements (bust-waist-hips), printed in the men’s magazine, Playboy. One of Chesterfield’s slogans concerned its 21 different kinds of tobaccos in 20 cigarettes (the number of cigarettes in one pack). For these ads, Chesterfield shortened the slogan to “21-20,” and found that it closely resembled the manner of recording women’s measurements (bust-waist-hips), particularly in the men’s magazine Playboy. Thus, in this series of ads, Chesterfield printed the measurements of a female models alongside their pictures, with “21-20” featured at the bottom of the advertisement. Chesterfield thus subliminally links its cigarettes with women and sex. Here, Genevieve (36-21-36) is pictured in a tiny black bikini, running out of the water. According to the copy text, she was lured in by cameraman opening a pack of Chesterfield Kings. Chesterfield is clearly unapologetic for its blatant use of this woman’s sexuality in advertising its product. . If the magazine reader would like to challenge Genevieve to a 100 yard free-style swimming race, he would have to send in 2120 packs of Chesterfields. Not only is clearly an outrageous and impossible number of cigarette packs to accrue in under a year, even for the heaviest smoker, the prize – ”we’ll see if she’s still game”– is far from a guaranteed date. With this joke, the ad pretends to be transparent in nature. This bit of self-afflicted humor warms up the young reader.
Beach, Female, Luxury, measurements, Playboy, sex appeal, sophisticated, woman, young adult
