Interpret the problem: The ad is effective because Camel cigarettes are trying to correlate power and high-classiness with their cigarettes. They mentioned a president’s name, which is Franklin Roosevelt. America views a president as having the highest power because he’s in control of the nation. If the president smokes a specific brand of cigarettes, it signals to the community that it’s cool, high classified, and you’ll feel you’re not an average citizen because you smoke the same brand of cigarettes the president does.
Understanding the creative brief: Camel developed a tremendous strategy to get their point across to tobacco users. They used the president, someone with the highest power in the nation, as a consumer of their product to persuade your average Joe to buy Camel Cigarettes. Wouldn’t you find it incredible that you can actually afford and use the same the president uses?
Say it outright: This Camel advertisement kept its persuasive message. Camel was trying to display the message: “Camel Cigarettes. Even the president loves us.” Camel went as far as putting Franklin Roosevelt on the ad itself, as well as displaying the message with verbally. The message they were trying to get across was so outright to where they didn’t need a fancy twist to it. They kept the message simple and easy to understand.
Know your audience: Camel was aiming towards the tobacco-user community. They knew tobacco users wanted something good, dependable, and high quality to smoke. Would you buy a convertible vehicle for two hundred dollars? Camel displayed President Roosevelt to convey their audience that Camel Cigarettes aren’t your typical, neighborhood cigarettes because the president is smoking one. Since when does someone as classy and powerful as the president go cheap?
Write your objective: Successfully persuade tobacco users that you can’t get any better than Camel Cigarettes.
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