TY - JOUR T1 - Cigarette ads revive spirit of Joe Camel JF - Tobacco Control JO - Tob Control SP - 313 LP - 314 DO - 10.1136/tc.7.3.313 VL - 7 IS - 3 AU - BOB GARFIELD Y1 - 1998/09/01 UR - http://tobaccocontrol.bmj.com/content/7/3/313.abstract N2 - 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 … ER -