Camel Ad Reversal

Camel Alternative Ad

1. There is no setting to this ad, just a few products in front of a blue background. It is assumed that the time shown is the present.



2. There are no "who subjects in the ad, just the products themselves, which are all dissolvable tobacco products from Camel.



3. The main subject in this ad is the product line. However, it's also important to note the key image of the camel logo in the top right hand corner.



4. There isn't a plotted story behind this ad, however there certainly is a meaning to it. The text "Enjoy the Evolution" shows that now, in order to obtain tobacco, you don't need to smoke/inhale or chew, but can literally take a strip, stick, or orb and let it dissoble, allowing tobacco to still enter your system without having to hardly work at it.



5. Copyright of ad 2010. Publication - Sports Illustrated, Super Bowl Issue, February 15, 2010



6. The relation between the ad and the audience viewing it is that the ad is providing an easier way of life for people who use tobacco products.



7. My assumption is the type of person that was meant to see this ad was someone young, who understood the "evolution" being presented. The packagaing of the product presented targets a young audience, and the dissolvable tobacco comes in flavors such as "fresh" and "mellow" which easliy go along with the "break free" tagline that Camel uses.



8. I'm not sure that the makers of this ad are choosing to target a different audience, because Camel ads have always gone after a younger crowd. The cartoon camel with sunglasses, evolved into the black and hot pink cigarette packagaing, to now the ad presented today.



9. As mentioned before, there are no markers for race, ethnicity, gender, sexuality, or religion - but certainly of age and class, targeting a young "up and coming" hipster audience.



10. The relationship between the text and the imagery are directly related, showing that the evolution described in the text is located wihtin the product itself, right down to the colorful packaging and labeled flavors of "fresh and mellow".



11. The relationship between the ad and the product are directly related, because unlike most ads that promote a type of lifestyle, the product is actually shown. So in this case, the ad is promoting the actual product.

CONSUMER COMMENTS: In all reality, I do not buy tobacco products. And considering that the product here was shown, rather than a beefed up guy in his twenties, I didn't even think twice about stopping to look. It's a boring ad. The whole reason I chose this ad as a part of my ad reversal project is because of the giant, glaring warning from Camel in the botton right hand corner of the ad that notes: "This product is not a safe alternative to cigarettes," which is what really sparked the idea for my reversal in the first place.