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camel lights
AGENCY: Mezzina/Brown, New York
CLIENT: R.J. Reynolds, Winston-Salem, N.C.
MEDIUM: consumer print
CREATIVE DIRECTOR: Clark Moss
GROUP CREATIVE DIRECTOR: Jon Terzis
ART DIRECTOR: Anthony Turi
COPYWRITER: Josh Cohen
The “Viewer Discretion” label uses the vocabulary of TV advisories. But in this context, the rectangular message atop the ad mocks another bit of nanny statism: the Surgeon General’s tobacco warning. Pretty nervy, eh? As if that weren’t enough, the “subliminal imagery” schtick sends up the activists who accuse the cigarette industry of Svengaliesque manipulations.










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