Editing Joe Camel (section)

=== Concept and Creation ===
Joe Camel was first conceptualized in 1974 by British artist Nicholas Price for a French advertising campaign. The character was initially a suave, anthropomorphic camel with a focus on appealing to a European audience. Throughout the 1970s, this version of Joe Camel appeared in various international markets but had not yet debuted in the United States.

Joe Camel entered American advertising in 1988 as part of a campaign celebrating Camel’s 75th anniversary. The character was revitalized by art designer Mike Salisbury, working under the direction of McCann-Erickson New York, the primary ad agency for RJR. Salisbury’s brief was to create a mascot that could rival the Marlboro Man and appeal to younger audiences while evoking a "cool" and masculine image.

Initially, attempts to stylize Joe Camel as a character from old action films like those featuring Humphrey Bogart or Gary Cooper were not well-received, as audiences were unfamiliar with such figures. Salisbury reimagined Joe Camel with a look inspired by modern cultural icons like James Bond (Sean Connery) and Sonny Crockett (Don Johnson). Joe was given expressive eyebrows, slicked-back hair, and an aura of sophistication that combined danger and charm.

The campaign shifted focus to a hip, trendy lifestyle, featuring Joe in dynamic settings such as bars and parties, often surrounded by women and exuding confidence. The tagline "Smooth character" and the associated imagery resonated strongly, helping to reinvigorate the Camel brand.

The Joe Camel campaign was a marketing success, quickly transforming the public's perception of Camel cigarettes. ''The New York Times'' noted that it achieved a difficult feat by repositioning a brand rapidly. The campaign mitigated the impact of declining full-price cigarette sales, which had been dropping by 5-8% annually. Joe Camel became a central figure in Camel's advertising strategy, surviving multiple transitions between ad agencies, including McCann-Erickson, Young & Rubicam, and Mezzina/Brown Inc.

Despite its commercial success, the Joe Camel campaign became highly controversial, drawing criticism for allegedly targeting underage audiences. This controversy, combined with legal and regulatory pressures, led to the campaign's termination in 1997. Today, Joe Camel remains a notable example of both effective marketing and the ethical dilemmas of advertising in the tobacco industry.