Blog Swipe 1.2 : The most creative classical print ads from famous copywriters in history

Media: 

Online (http://www.adclassix.com/images/59marlboroman.jpg)

Ad Title (Headline): 

Better "Makin's"

Slogan:

 ... more flavor

 ... more filter

 ... more cigarette

What makes the ad copywriting very interesting? 

Headline:

The headline is very clear-cut, simple, and smart. It explains Marlboro has created new and improved cigarettes. Other than that, the headline also assist the ad visuals in interpreting "better companionship" to the consumers of Marlboro. 

Body copy: The body copy emphasizes on the new changes and improvements of the cigarettes. It's an ingenious  move because smokers always want to know what they are smoking, and of course the more benefits in a stick, the more the interest embedded into the target audiences. Also, the body copy focuses on the new "surprising" mildness found in men's cigarette, which allows the ad to reach a broader scope of target audience, both male and female.

Slogan:

The slogan is affective. It helps smokers understand that even with more filters, not only does the flavour remain the same, instead, the new and improved Marlboro provides a better flavour. Moreover, it's healthier and longer lasting.

Visuals: The visual is spot on, as it pulls the whole ad together! It mainly targets the male audience as the image shows an older looking men lighting up a cigarette for a young beautiful girl. It can be interpreted as, "with the new and improved Marlboro, you get better smoking experiences and better companionship because everyone loves Marlboro". 

Ad strategy: 

Burnett's copywriting approach for this 1959 Marlboro ad focuses on the new secret ingredients of the cigarettes, such as specially blended tobaccos that are finely mild, and an improved filtering system that provides a good amount of flavour with mildness. This helps promote and establish the cigarette quality in the market to the audience and consumers. Also, Marlboro's image shifted from an 'only-masculine-brand' in 1955 to 'the cigarettes that women like but designed for men' in 1959. Thus, this strategy invites women back into the Marlboro market.

Written By: 
Natalia Melissa Singa
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