Lowe Howard-Spink launches a quirky press and poster campaign for
Embassy Number One cigarettes this week.
The ads centre around the pun, ’looking after number one’, and show
people looking after human-sized packets of Embassy to the detriment of
their loved ones.
In the first ad, ’garden’, a tubby man in shorts relaxes on a sunlounger
in his garden. Lying next to him is a giant packet of Embassy
In the background, the man’s wife is lugging an overladen wheelbarrow
across the lawn.
In the second execution, entitled ’car’, a plump, jovial woman goes for
a drive in the country.
Safely seat-belted next to her in the passenger seat is a human-sized
packet of Embassy. The woman’s weedy-looking husband sits miserably in
In the third version, a man romances his packet of Embassy in the front
seat of a river punt while his girlfriend puts in all the hard punting
at the back.
The campaign launches this Friday on 48-sheet posters and in the
The ads were created by the art director, Don Barclay, and the
copywriter, Kevin Kneale. Photography is by Rory Carnegie and typography
by Julian Dickenson, with Media through Western International Media.