Mighty nasty.

 The new slogan for Camel cigarettes and Camel Lights from Mezzina/Brown (advertising agency), New York, is supposed to be “Mighty tasty”. And it would seem to have a rather pleasing combination of directness and playfulness—until you realise what they are up to, which, of course, is the usual.

The usual trolling for adolescents, that is.

Having taken a stab at more adult imagery, the brand that improved its market share and wrecked its industry with the infamous Joe Camel cartoon is backsliding into juvenalia with a smart-alecky campaign that trades on a Joe Camel-like dose of attitude.

One of the spreads (figure 1) shows a handsome young man running for his life from a shabby farmhouse, where …