The long and short of it

Faced with advertising a "longer than king-size" cigarette, Wells Rich Greene did the unthinkable in cigarette advertising:  they mutilated the product.  Benson & Hedges featured bent and broken cigarettes caused by smokers unaccustomed to the added length.  Humor wasn't new in advertising, but it was in cigarette advertising and best of all, the humor was all based on the product's selling point, so the message always got through.  In print:


And on TV:









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