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At Young & Rubicam, in the late fifties, Lord was a leading member of a group assigned to promote Kent cigarettes and their Micronite Filter, under the slogan Kent is the Answer. On another front at Y

Lawrence believed, she told me when the campaign was under way, was that in the new longer cigarette we had an elegant, classy product, tied in with affluence, appealing to mass buyers between twenty and forty who are slightly higher in education than most, and more sophisticatedpeople whove seen their supermarkets turn in to the Folies-Bergres, people who are used to being entertained, people who are winner-oriented. One of the things that lay behind the Wells, Rich, Greene campaign was an approach in which the advertiser attempted to come to a kind of implicit understanding with the viewer that most advertising was, yes, rather a nuisance, and that in return for deciding to buy Benson & Hedges 100s the viewer would be spared a hard sell for the brand over the tube

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ABOUT THE AUTHOR Meg Roebling ABOUT THE AUTHOR Melissa Corbin Melissa Corbin is a Tennessee-based travel and culinary journalist with an appetite for the stories of people and places that make the world unique

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