Word: 100s
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Dates: during 1960-1969
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Understandably, the 125-man agency is under high pressure to match such high expectations. The very first campaign that was developed entirely at W.R.G. was for Philip Morris' Benson & Hedges 100s. It started last August -and Philip Morris is already convinced that the self-kidding ads ("You'll never have to worry about lighting your nose") are responsible for the fastest start of any of its brands since Marlboros hit the market...
Even though tobacco men predict that the 100s will continue to account lor a growing share of market, one problem must be solved that not even Wells, Rich, Greene cares to make light of. Without a converter that costs $50, the longer size does not fit into 900 000 vending machines, from which 17% of all cigarettes are sold. Vending-machine owners so far are not eager to spend on conversions until they are certain the 100s are not a fast-burning...
...Benson & Hedges ads point out the difficulties of smoking a 100-mm. cigarette. They burn beards, get crushed in cigarette cases, smashed in elevator doors, mashed against closed car windows, and one ad warns: "Please hold this magazine a little further away if you're smoking Benson & Hedges 100s." On the other hand, "You'll never have to worry about lighting your nose." And Benson & Hedges 100s offer "three puffs, four puffs, maybe five puffs longer than king size-depending upon how you puff." As a result, Benson & Hedges have edged ahead of Pall Mall as the biggest...
...accident happened when the commander of one surrounded unit radioed for air strikes to help out against the Reds. To guide the airmen to their targets, he ordered smoke rockets fired onto V.C. positions, outlined his own with colored smoke grenades. Despite the precautions, two Air Force F-100s swooping in to the rescue dropped their napalm canisters right on the U.S. lines. When the smoke cleared, many of the American troops lay writhing on the seared ground. Others ran screaming from their positions with their clothing afire...
...North of its An Khe base in the central highlands, a battalion of the 1st Cavalry Airmobile was helilifted into the "happy valley" of Song Con-ironically named because it is so Viet Cong-infested that until now every allied incursion has invariably drawn heavy gunfire. F-100s plastered the valley with 750-lb. bombs and napalm tanks before the 1st Cavalry landed, and rocket-artillery helicopters overhead covered their advance. When they hit a V.C. concrete bunker, the men of the 1st Cavalry slammed a wire-guided SS-11 missile designed for use against tanks into the bunker, knocked...