Gyro Assists On M/B's New Ads For Camel

R.J. Reynolds will break in June magazines a new Camel campaign from Mezzina/Brown featuring racy imagery from photographer David LaChapelle and a new tagline, “Mighty tasty.”
Sources said the campaign was created with the assistance of Gyro in Philadelphia, which launched RJR’s Red Kamel brand in 1997 and continues to be Red Kamel’s lead agency.
Lead Camel brand shop Mezzina/Brown and Carole Crosslin, an RJR representative, declined comment. Gyro chief executive Steven Grasse denied his agency was involved in the new campaign, although he did confirm that Gyro consults on brands other than Red Kamel.