Winston Goes Straight in Print

Doe-Anderson Continues ‘No Bull’ Theme in Different Settings
ATLANTA–Winston’s first advertising campaign since R.J. Reynolds moved the creative account to Doe-Anderson Advertising and Public Relations broke last week.
The work continues the brand’s “No bull” positioning, touting the cigarette’s lack of additives. The campaign, however, moves away from the wacky black-and-white ads of the past three years, which featured UFOs and hell-raising bikers.
Instead, four full-color print executions depict young, healthy-looking smokers in social situations. Copy states: “No fake smiles, no hidden agendas, no bull” and “Just give it to me straight.”
“[The campaign shows] Winston smokers delivering their straight up, no bull attitude in a more contemporary setting,” said Ned Leary, Winston’s vice president of marketing.