Mercieca ads urge new lads to splash out on fatcat cigars

Cigar-toting, affluent new lads are being persuaded to swap their Hamlets and Cafe Cremes for hand-rolled smokes costing pounds 6 apiece.

Cigar-toting, affluent new lads are being persuaded to swap their

Hamlets and Cafe Cremes for hand-rolled smokes costing pounds 6

apiece.



The work is the first to be produced for the cigar importer, Hunters &

Frankau, by Mercieca Communications since the agency was assigned the

creative work in a three-way pitch in January. Media buying is being

handled by All Media Services.



The campaign takes the form of a series of politically incorrect ads

running from this month in men’s style magazines including Esquire, GQ,

Maxim and Loaded. It promotes the importer’s Santa Damiana range of

cigars which have a light appeal compared with more expensive

hand-rolled Havanas.



The ads aim to reverse an ageing market and recruit younger smokers by

capitalising on cigar smoking’s new cool image - as personified by stars

such as Sylvester Stallone, Tom Cruise and Arnold Schwarzenegger.



Clive Norris, the agency’s creative director, wrote and art directed the

ads which rely heavily on sexual innuendo. One carries the words, ’smoke

signal’, and features a stunning girl carrying a tray of cigars being

summoned by a customer. The copy reads: ’Hands up who wants one.’



Paul Mercieca, the agency’s managing director, claimed the ads did not

set out to deliberately thumb their noses at political correctness.

’They are not to be taken seriously,’ he said. ’We feel that people

reading the magazines will not see them that way.’



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