I read recently somewhere that for the very first time, LESS THAN twenty per cent of Americans smoke tobacco products. Now some of this,I think, can be attributed to smoking becoming unacceptable to the majority of Americans.
Let’s see, it’s addictive but doesn’t get you high and it causes a slow painful death. You’d think it would have lost its appeal long ago. But it didn’t.
And let’s face it, advertising played a big role in recruiting new smokers. Thank you Marlboro Man for associating poisoning oneself with rugged outdoorsmanship….whaaaat???
But on the flipside, advertising played a not insignificant role in making smoking uncool. The long-running Truth campaign, created by my onetime boss Pete Favat at Houston Herstek Favat (later Arnold) and later brilliantly augmented by Crispin Porter Bogusky, has surely saved countless lives.
Advertising gets a lot of flack, some of it justified. But this is a clear case of advertising doing well.