If there’s one ad that highlights how far we’ve come as a nation in regards to responsible advertising, it’s the one I saw recently on the back page of the Oct. 28, 1946 edition of Life Magazine.
It read, MORE DOCTORS SMOKE CAMELS THAN ANY OTHER CIGARETTE.
The message is astounding on so many levels.
First, it’s been 43 years since anyone in this country has seen a print ad for cigarettes. The government banned them in 1971.
Second, of course, is the extraordinary irony, given what we know today about the carcinogenic impact of cigarettes, of a group of doctors even participating in a market study of cigarettes, much less recommending a brand.
Yesterday, I watched the brilliant #friendsarewaiting ad recently launched by Budweiser. While the ad promotes the brand, it also encourages responsible behavior. By last night, the ad had more than 11.5 million views, not counting all the unofficial shares on YouTube.
In addition to being a popular message, I think it’s an effective one and appeals in particular to a demographic defined by its risky behavior.
I believe young people will smile at the cute yellow lab when they see this commercial. They’ll appreciate the friendship between a young man and his dog. Sure, they’ll consider buying Budweiser next time they buy beer. But, best of all, they’ll remember the hashtag before they get into a car to come home.
Friends are waiting.
Well done, Madison Avenue.
But this beautifully produced ad, featuring a cute young man and his precious dog, sends just the right message to consumers. Friends are waiting. Be responsible. Don’t drink and drive. Come home.
