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SBD/29/Sponsorships Advertising Marketing
RJ REYNOLDS LAUNCHES NEW NASCAR-THEMED PRINT ADS
Published February 29, 1996
Leveraging its sponsorship of the "Smoking Joe" NASCAR team, R.J. Reynolds Tobacco recently broke new print ads for Camel cigarettes, according to ADWEEK. The ads feature a pit crew tending to a live camel, which is "tatooed" with colorful decals, like a stock car. The Winston Salem, NC-based Long Haymes Carr created the campaign. An agency client rep said the ads are "a reminder of our 20-plus-year commitment to motor sports -- a favorite activity among many adult smokers." The rep added the live camel will not replace the "cartoonish" Joe Camel, and three executions of the ads will run throughout the year in magazines like Playboy, Motor Trend and SI (ADWEEK, 2/26 issue).