SPRINGFIELD, Mo.– And as a marketing manager with Springfield’s Frank and Maven, Brandon Welch knows a good ad when he sees one.
“Ah! We got a baseball player. Everybody wants to be the famous baseball player. Stardom. Poster child sort of stuff,” he laughs while critiquing old cigarette ads.
“Oh, I want to be in that ad. I want to be that person. That’s what a good ad is. Now that can be used for intents of good or bad,” says Welch.
According to Glenda Miller with Cox Health, those ads aired at a time when the number of adult smokers in Greene County was about double what it is now.
“Right now I think Greene County is at 20.9%. That’s probably down from 40 twenty years ago,” Miller says.
It’s those ads that today, have the four major tobacco companies singing a new tune.
On November 26th, an apology for those catchy ads will run for the first time since the companies were ordered to do so by a federal court.
As for how effective it’ll be? Welch isn’t so sure.
“There is zero romance and zero embellishments. There’s no doubt that’s deliberate,” he says about the new spot.
He says there’s just something about this new spot… that isn’t as catchy as the big tobacco ads of the past.
“You got the kid there and you say ‘tell them you’re sorry’ and they say sorry so they can play with their toys again. That’s exactly what’s going on,” he laughs.