Phillip MorrisCampaign Proposal

Naomi Geller, Katie Heimer, and Chinisha Scott

“Times are hard… dream big.” Target Audience:

HHI: Working/Middle Class DMA: USA, (Urban/Suburban) Men and women Ages: 20-something through mid-40s

Format 30-sec commercial advertisement

TV/Internet

Print advertisement One-sheet ad for Phillip Morris based on

commercial concept

Goals To recreate Phillip Morris brand as empathetic to average

working American, especially in the current economy. Portray Phillip Morris as an avenue to a potential lifestyle for

the American patrons of PM products, a lifestyle to which our customers should aspire.

Give PM potential customers an experience of the high life, evoking a bit of old Hollywood glamour; a throwback to better, happier times but with a modern makeover.

Concept Young man (20-, 30- somethings) finds himself unexpectedly

among the young, beautiful, and glamorous of NYC. He is the life of the party, the ultimate social butterfly. Other men respect him and the ladies love him. At the height of the party, the fantasy is revealed and the young man wakes up to his old, un-stylish apartment, alone.

Proposed Tagline: “Times are hard…dream big. Phillip Morris: Taking You

Places.”

30-Second Commercial Spot

Setting: Urban, sophisticated bar/cocktail lounge. Typically NYC setting.

Protagonist

Caucasian, heterosexual male; mid 20s - mid 30s. Initially well-dressed in a blazer, t-shirt, and designer jeans. Well-groomed and poised, with an air of Old Hollywood coolness. Gorgeous, with Everyman style looks. He seems excited and a bit in awe of his surroundings.

The protagonist enters a crowded Manhattan cocktail bar. The bar has a sophisticated, but friendly feel: soft light; attractive, well-dressed people; smiling clientele; unobtrusive, ambient music.

The shot follows him as he moves through the bar, greeting people. Everyone is happy to see him, giving him warm and enthusiastic greetings as he mingles.

As he mingles, a voiceover says: “Times are hard…”

The bar scene evaporates and reveals

man asleep on a couch, smiling. The

remnants of a TV dinner, an empty glass,

an open magazine, and other items lie

near him on a coffee table. His face is lit

by the flickering light of a muted TV set.

The room is drab, unremarkable, not

shabby but not stylish. The color palette

is less vibrant, the lighting more severe.

The voiceover says:

“…Dream big.”

Title card appears on the screen:

Philip Morris: Taking You Places

Print Advertisement

Times are hard… dream big.

Phillip Morris: Taking You Places