Outdoor
Pyramids
Benson & Hedges · 1978
- Agency
- Collett Dickenson Pearce
- Campaign
- Gold pack surrealism
Analysis
A giant gold cigarette pack appears between two pyramids. Its shape fits the scene while its size makes the scene impossible.
Surreal scaleVisual substitutionProduct as symbol
Why it worked
The pack supplies the central visual idea. The impossible scale makes viewers pause and identify the object without a headline.
Lesson
Build a visual puzzle around a product shape people can recognize.
Image source
© Benson & Hedges. Shown for study and commentary.
Not affiliated with or endorsed by Benson & Hedges.