Glowing condoms light up Hamlet ad

Hamlet cigars continues its controversial use of cinema with a commercial that breaks this Friday. The provocative film stars several people - and a horse - wearing luminous condoms.

Hamlet cigars continues its controversial use of cinema with a

commercial that breaks this Friday. The provocative film stars several

people - and a horse - wearing luminous condoms.



The commercial is the 100th by Collett Dickenson Pearce since it won the

account in 1963 - and it could also be the last for the tobacco giant,

Gallaher. If the Labour Party wins the general election it has pledged

to ban advertising for all forms of tobacco except for point of

sale.



CDP insists that the film, created by Noel Hasson and John Cook, has

been cleared by the Cinema Advertising Association, despite its risque

subject matter.



It opens on a dark screen, and a shaft of light indicates a man entering

a room. He tells his partner that he’s home and asks her to keep the

lights off because he has a surprise.



’I bet you haven’t seen one of these before,’ boasts the man, to the

sound of unzipping flies. Suddenly, a short, green, luminous rod

appears, waving around in the darkness as he makes his way to the bed.

However, before he reaches his goal, he is surrounded by an array of

similarly bright and colourful phalluses - including a much larger one,

apparently belonging to a horse.



The dark screen goes silent. A match strikes, followed by the familiar

strains of Air on a G string. ’Hamlet. Extra Mild. Extra Happiness,’

says the endline.



The ad, which specifically promotes a new milder form of the market

leader, Hamlet, was produced using 3D animation by Hector Macleod at

Glassworks. It will run nationally in adult-rated films such as the

Pillow Book.



Chris Macleod, the managing director of CDP, defended the raunchy nature

of the ad. ’I think it’s humorous rather than crude,’ he said.



He added that the commercial continued the theme of ’solace in the face

of adversity’, which has been Hamlet’s trademark since the 60s.



Gallaher returned to the large screen last year after a seven-year break

with a spoof on the game of hangman that later picked up a gold award at

Cannes.



The brand shot to fame 30 years ago with a long-running series of TV ads

carrying its now familiar signature tune.



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