News analysis
Malaysia: & another way round ad restrictions
| The first 150 words of the full text of this article appear below. |
In the land of indirect advertising, Benson & Hedges bistro advertisements, originally designed to circumvent the European Union directive to ban cigarette advertising, are being fine tuned. Malaysia was selected as the testing ground for the bistro ads, because of its tolerance of indirect advertising, despite a law banning direct cigarette ads. The idea of the bistro was to associate coffee and cigarettes, and to ride on the back of the ever-popular, ubiquitous coffee shops in Malaysia.
The B&H bistro is advertised regularly on national television and even on billboards. The advert shows outdoor activities not usually found in a bistro, such as fishing and parachuting. The script uses pairs of words joined by an ampersand, such as sweet & bitter and sky & earth.
Once Malaysians were familiar with the B&H bistro ads, the campaign
shifted gear and dropped the words to focus just on the ampersand. The
billboards which once
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