In extreme cases, ill-judged advertising can kill a brand stone dead — even if the ad is well-made and memorable. Such was the fate of cigarette brand Strand back in the long-ago days when tobacco products could be advertised on UK television. In 1959 Imperial Tobacco's subsidiary W.D. & H.O. Wills, a firm able to trace its roots in the business back to a tobacconist's shop in Bristol in the 1780s, launched Strand with a high-profile TV advertising campaign supported by posters, press advertising and coupons that could be redeemed for free packs. The TV commercial, devised by copywriter John May at British agency S.H. Benson, saw actor Terence Brook smoking while roaming the rain-drenched strees of London in stylish trench coat and trilby hat...

The style of the protagonist and soundtrack to the commercial appealed to the public. Once it went on air people began getting in touch to find out if the theme tune was available to buy as a record. Sensing an opportunity, Cliff Adams and His Orchestra booked some recording studio time and laid down the track, The Lonely Man Theme, for release as a single. In 1960 The Lonely Man Theme broke into the Top 40...

Undeniably, the advertising campaign earned Strand tremendous recognition. As Winston Fletcher writes in his book Powers of Persuasion: The Inside Story of British Advertising 1951-2000, 'Public awareness of the brand and its advertising rocketed to over 90% within weeks. This was unprecedented and has rarely if ever been surpasssed.' It was a brilliant achievement, but one with a fatal flaw. Despite the high awareness levels delivered by the campaign, hardly anyone was buying the product.

The reasons why revolved around how the Lonely Man was perceived. Many viewers found the focus on loneliness uncomfortable. If the man was reliant on a packet of smokes for company, did this mean he was a bit of an oddball unable to sustain friendships? Was he an addictive personality, craving nicotine above human company? Could he be on his own because of a failed relationship or even due to bereavement? Might he be depressed?...

trying to position a new tobacco brand around loneliness — rather than something much more positive and aspirational, such as individuality — was doomed to failure. With sales failing to take off despite the high level of standout the advertising achieved, Strand was soon withdrawn from the market.

Smoke if you want to, even though you wear an influenza mask. Corn plasters fitted to the mask, inside and out, supply the necessary hole.

[Spence's] one-man campaign began about two years ago at a party in Salt Lake City.

"A woman lit up a cigarette and I, being my usual obnoxious self said, 'Somebody should give you an ashtray shaped like a pair of lungs so you can see what smoking is doing to you'" he said.

Soon thereafter he designed the lung ashtray which has been distributed throughout the nation, including one to every member of the U.S. House of Representatives. On top of the ashtray are a pair of clear plastic lungs that demonstrate what smoke does to the human lungs. The smoke curls up through one of the "lungs" and, in a short time, there is a deposit of tar and nicotine. The other lung remains clear for contrast.

Harris Rubin, a university psychologist, has proposed a $121,000, two-year, federally financed investigation. He plans to pay adult male volunteers $20 a session to smoke Government-supplied marijuana and watch erotic films while an electronic device attached to their genitals monitors physical reactions. Rubin hopes to learn whether the drug enhances or inhibits sexual activity.

Both the subject and the methodology of Rubin's study were catnip to the media. Rubin and his colleagues planned to encircle the penis of each volunteer with a strain gauge transducer and then show him erotic pictures; any resultant engorgement of the member would be accurately measured and recorded. By conducting the experiment with two groups, one given either alcohol or marijuana and the other nothing, Rubin would be able to determine whether either drug increased or decreased sexual arousal, and to what extent.

On July 18, the Bloomington, Illinois, Daily Pantagraph, which had somehow become aware of the study, ran an article about it, and from then on Rubin's project was in trouble. Newspapers in Illinois, St. Louis, Washington, Chicago, and many other cities ran stories about what quickly became known as the "sex-pot study" or "pot-sex study," a topic so interesting that they ran follow-up stories about it for many months. Displaying suitable outrage, the Christian Citizens Lobby, Illinois governor Daniel Walker, a federal prosecutor, and various Illinois state officials all denounced the study, calling it "disgusing," "pornography," "obscene," and "garbage," and threatening to take action against Rubin.

This was mere growling and snapping, but Congress had the teeth wherewith to bite. Senators William Proxmire and Thomas Eagleton, Democrats but sexual conservatives, attacked it, as did Representative Robert Michel, the ranking Republican member of the House Appropriations subcommittee. Although the secretary of HEW and the president's National Advisory Council on Drug Abuse defended and supported the project, Michel sought to prevent NIDA from funding the Rubin study by tucking an amendment to that effect in the $12.7 billion-dollar 1976 Supplemental Appropriations Bill for HEW, and Senators Proxmire and Warren Magnuson inserted a similar provision into the Senate's version of the bill. The funding of HEW was so crucial to the national well-being that both houses passed the bill with the anti-Rubin provision intact. President Ford signed it into law on May 31, 1976, keeping the vast Social Security system, NIH, and other essential endeavors going—and cutting off Rubin's minuscule funding and putting an end to his research. Rubin had already gathered the alcohol data and he eventually published his results, but the marijuana study died a-borning.

He crawled into a bottle of ink, stayed there 200 years, took a peep over the bottle's neck, ducked back and wrote a book about what he saw. When the book was done, he popped out of the inkwell, shook his wings, flew around the world seven times.