MEDIA CHOICE: Matthew Cowen chooses HM Customs and Excise's washbasin ads at service stations

'Having spent most of the journey from central London to Toddington services puffing away on my mate's supply of Russian contraband, I suppose I almost qualify as the target audience for this piece of media planning. You don't usually discover exciting stuff while taking a leak on the M1, so I was pretty much hooked by the revelation that I was involved in a web of dope dealing, people trafficking, armed robbery and murder. The endline gets the point home nicely and even makes you feel guilty about your average copy-reading attention span.

'Having spent most of the journey from central London to Toddington services puffing away on my mate's supply of Russian contraband, I suppose I almost qualify as the target audience for this piece of media planning. You don't usually discover exciting stuff while taking a leak on the M1, so I was pretty much hooked by the revelation that I was involved in a web of dope dealing, people trafficking, armed robbery and murder. The endline gets the point home nicely and even makes you feel guilty about your average copy-reading attention span.

I imagine that a lot of tobacco-smuggling, trucker-types stop off to wash their hands at Toddington, so the positioning seems about perfect I don't know about them, but I'll be paying the clean, law-abiding pounds 4.20 for Marlboro Lights next time around.'



Client: HM Customs and Excise

Medium: Posters above washbasins in M1 service stations

Media planning and buying: Dave Lucas at MediaVest, Manchester and Emma Casson at J. Walter Thompson, Manchester

Creative: J. Walter Thompson, Manchester

Brief: Halt and then reverse the growing trend for tobacco smuggling.



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