Friday, January 12, 2007

DO THE OPPOSITE THING TO THAT EXPECTED

In November 2006 the Philip Morris tobacco company announced a new advertising campaign: begging the movie industry not to use Marlboro cigarettes in movies. You thought there is more smoking in the movies now than ever before? You thought smoking in the movies increases adolescent smoking? You thought the tobacco industry has worked hard over the decades to get smoking into the movies? You thought they take advantage of the movies extensive, under-the-radar advertising value?
No and no. You are mistaken. They are "good guys". They do the opposite. They "beg" not to use cigarettes in movies.

So the PR move is: Wish to make the public think you are a good guy? Do the opposite to the expected.