'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.
