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Palladino Perfectos
Tony Palladino Collection Box 11 Folder 21. Perfectos advertisement, 1965.
April 25, 2014

Palladino Perfectos

By: bethkleber

These Perfectos cigarette ads, designed by Tony Palladino in 1965, caught my attention because they’re so markedly different in style from the typical tobacco ads of the 1960s, which frequently featured photos of happy smokers and were generally busy with text and image. Running with the knowing voice, simple layout, and striking single-concept approach of pioneering advertising agencies like Doyle Dane Bernbach and Papert Koenig Lois, Palladino’s designs make no mention of the product’s taste, instead appealing directly to the (clearly male) status-conscious smoker, with the package’s faux-leather finish and boast of exclusivity. (George Tscherny’s designs for L&M cigarettes in the late 60s (here and here) also emphasized luxury, aimed at the female smoker, though without placing a premium on brand identification.)


An advertisement. An orthographic design for "Perfectos" cigarettes pack, showing the front, back, top, bottom, and side view of the cigarette pack, each view is assigned a number from 1 through 6. On the top of the orthographic design "6 Excuses for Buying Perfectos" is printed in black text. Under the orthographic design is a front view of the cigarettes packed together with "Plus 20 reasons." printed in a slightly bigger text underneath it.


 
Tony Palladino Collection Box 11 Folder 21. Perfectos advertisement, 1965.

An advertisement. Very minimalistic design with a plain white background with two cigarettes parallel horizontally to each other. The top cigarette is plain white with "Perfectos Finos, for 56 years one of the world's most expensive cigarettes" printed in small black text. The bottom cigarette is slightly longer and has a brow-orange tape for the filter and has a match next to it. It is has "Now Player's introduce generous, opulent, king-size Perfectos Filter De luxe. One Match, One Perfectos, tells all" printed above it in small black text.


 
Tony Palladino Collection Box 11 Folder 21. Perfectos advertisement, 1965.

The ad at top features a popular image in 60s tobacco advertising, the open pack (which in this case brings to mind a particularly deadly order of french fries). The staggered cigarettes look like actual smokestacks to me (see also Philip Morris’ imposing Manufacturing Center, below). Since mandatory health warnings were shortly down the road, it was probably not an association tobacco companies later wished to encourage.


A photo of a worm-eye view of a building. The building is made of brown bricks. The entrance has 4 thin cylinder wall design popping out of the plain flat wall.


 
Chermayeff & Geismar Collection Box 33 Folder 7. Promotional booklet for Philip Morris, image of Philip Morris Manufacturing Center. 1970s?