Happiness is a cigar called Hamlet

"Happiness is a cigar called Hamlet" was an advertising campaign for Hamlet Cigars, which ran on television from 1966 until all tobacco advertising on television was banned in the UK in 1991.[1] The campaign returned in cinemas in 1996, continuing there until 1999,[2] with the final commemorative advert and the modified tagline, "Happiness will always be a cigar called Hamlet."[3]

History

The slogan and the entire campaign was created by the Collett Dickenson Pearce agency in 1966. The premise is that a man finds himself in an awkward or embarrassing situation and lights a Hamlet cigar. Lighting and smoking this cigar makes him smile and forget his woes. The adverts used an excerpt from a jazz rendition of Johann Sebastian Bach's Air on the G String, played by Jacques Loussier and his trio, which is still frequently associated with the brand.[4]

The advertisements featured in television, radio and cinema commercials, various print media, and on billboards. One advert featured the 1982 Channel 4 blocks forming the number 5, then rewinding and then forming a jumbled mess, which then turned into a face with a cigar, making it smile. This advert was played from 1982 until 1989.[5]

Celebrity appearances

Numerous celebrities appeared in the adverts, including Ian Botham,[6] Ronnie Corbett, and Gregor Fisher in the guise of his "Baldy Man" character (from Naked Video), attempting to use a photo booth[7] and later attempting to get a family portrait

The actor and comedian Russ Abbot spent years advertising Hamlet cigars.[8]

Recognition

The advert was listed as the eighth greatest television advertisement of all time by Channel 4 in 2000. Both the original Channel 4 ident and the Hamlet advert spoofing the ident were made by Martin Lambie-Nairn.[9] Furthermore, the advert was ranked as the ninth greatest advertisement in an ITV list made in 2005[10] and as the third funniest television advertisement ever by Campaign Live in 2008.[11]

References
  1. "Tobacco Key Dates in the Campaign to ban Tobacco Advertising | ASH". Archived from the original on 2011-10-03. Retrieved 2008-02-27.
  2. Happiness.. WAS a cigar ad by Hamlet; CAMPAIGN GOES UP IN SMOKE | The Mirror
  3. Hamlet Cigars - Farewell (1999)
  4. Brand Strategy. February 2006. "Orchestrating a sound strategy Archived 2008-11-21 at the Wayback Machine, Lesson Four: Be creative, be distinct and remember that nobody is listening!". Accessed 8 August 2006.
  5. "Channel 4 Ident - Hamlet Cigar Advert". YouTube.
  6. History of Advertising Trust Archive. "CDP: one of the greatest advertising agencies ever". Accessed 8 August 2006.
  7. "Hamlet cigars - photobooth - YouTube". YouTube.
  8. "The World According to the Man in the Pub 2" by Robert Anwood; Published by Marks & Spencer plc; 2007 Edition; Page 163; ISBN 978-0-09-192764-6
  9. "Inside Story: Martin Lambie-Nairn - King of the idents". Independent.co.uk. 26 November 2007. Archived from the original on 2022-05-09.
  10. "Classic Ads : Spots and Spot Innovation : TV Toolbox : Thinkbox". Archived from the original on 2009-03-05. Retrieved 2009-04-17.
  11. "The Top 10 funniest TV ads of all time".
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