In slow motion, cigarettes are being lit and men are exhaling. From Don's POV, we see the anxious stares of all those at the table.
And hell, you know I'm a "Lucky Strike" man from way back. He pretends to shuffle the pages around, stalling. Don opens up a folder, it's filled with blank pages. LEE GARNER SENIOR: So what the hell are we going to do? We already funded our own tobacco research center to put this whole rumor to rest.
We are no longer allowed to advertise that "Lucky Strikes" are safe. ROGER: I understand, but our hands are tied. LEE GARNER JUNIOR: My Granddad smoked them. LEE GARNER SENIOR: Manipulation of the media? That's what I hired you for. But you have to realize that through manipulation of the mass media, the public is under the impression that your cigarettes are linked to. You know this morning, I got a call from my competitors at Brown & Williamson, and they're getting sued by the federal government because of the health claims they made. He died nine years later aged 72.LEE GARNER SENIOR: Damn straight. He retired in 1942, selling his agency for a token amount to three senior managers - Emerson Foote, Fairfax Cone and Don Belding. Every few years, he would fire a portion of his staff to keep the rest on their toes. Lasker had a reputation for ruthlessness towards those he thought failed to meet his high standards. An ad that urged them to "Reach for a Lucky instead of a sweet" caused uproar among US confectionery manufacturers. Albert Lasker is famous for building Lucky Strike sales to women by promoting the brand as a slimming aid. In doing so, he helped turn Kleenex, Pepsodent, Quaker Oats and Palmolive into household names. He was a true pioneer, creating the first in-house copywriting department and devising a technique that appealed directly to the psychology of the consumer. It marked the start of Lucky Strike's rise as the leading US cigarette.Īt a time when ad techniques were little understood, Lasker's eagerness to know what it was and how it worked led to him being acclaimed as the father of modern advertising. Lucky Strike was promoted with copy stressing the unique benefits of toasting, including improved flavour and reduced acidity. No matter that most other tobacco was heated in the same way. Devised by Lasker's protege, Claude Hopkins, the campaign was based on Lasker's observation that Lucky Strike tobacco was heated to up to 300 degrees during the manufacturing process. In fact, the famous slogan was invented some three decades earlier at Lasker's Lord & Thomas agency in Chicago. "But everybody else's tobacco is toasted," the client retorts.
Draper responds by writing "It's toasted" on a blackboard. "We breed insect-repellent tobacco seeds, plant them in the North Carolina sunshine, grow it, cut it, cure it, toast it," he replies. With health concerns growing, Draper asks his client how the cigarettes are made. Indeed, it was Lasker's campaign for Lucky Strike cigarettes that got woven into the plot of a Man Men episode - with Draper getting the credit. However, a strong case can also be made for Foote's one-time boss Albert Lasker. Or what about George Lois, strikingly good-looking with an ego to match and hailed as one of the brightest talents to come out of New York in the 60s? Perhaps Draper is an amalgam of all three. Like Don, both men eventually went public about their distaste for the activities of the big tobacco companies. Could it be Leo Burnett's Draper Daniels, infamous for his underhand treatment of women and one of the creatives behind the "Marlboro Man" campaign? Or maybe it is Emerson Foote (of Foote Cone & Belding fame).
0 kommentar(er)
