Camel Lights cigarettes

Regular smokers of Camel, Marlboro and Winston were interviewed

«It was a color ad with a man sitting on a hillside. There was a big white dog. The pack was in the right-hand corner. The ad didn’t say anything. It had big ‘Camel’ lettering. It brought out the idea it was for Camel Lights. The main idea was that Camels was for an outdoors person, a cigarette for a man. I was thinking that it’s a man’s cigarette. What I particularly liked was that the dog was pretty».

«I remember it showed going on a mountain, a mountain covered with snow. A man had a dog, too. There was a pack of Camel Cigarettes there. The ad said: ‘Camel, a man’s cigarette’, or ‘Where a man should be.’ I recall no ideas that I could relate to. As for the main idea, I don’t put the connection between the picture and the cigarette together. I was thinking, ‘Gee, I wish I was on top of that mountain».

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