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Roi-Tan 20-second commercials feature a little old woman who innocently asks questions of a nearby cigar smoker. The spots are being run in SO or 60 markets where the brand already has wide acceptance.
"Pardon me. Is that an orangutan?'
Tv straight man for
American Tobacco's 20-second tv commercials spotlight
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■ American Tobacco Co. is promoting Roi-Tan cigars to men — but a little old lady is the salesman.
The advertising campaign is built around humorous situations featuring veteran actress Cheerio Meredith who employs her mobile face and wide-eyed innocent look for a series of six 20-sccond tv commercials.
The cigars used in the commercials are different types in the Roi-Tan selection, but the twin selling points remain the same: Roi-Tan is a fine American cigar, made of fine American tobaccos, with such a wide variety of sizes and shapes that there's sure to be one to please every smoker.
In each commercial Miss Meredith finds herself in a different situation with a different man who is smoking a different-sized Roi-Tan. Her little-old-lady curiosity impels her to ask the gentleman smoking a cigar nearby about something in the scene with a foreign name or flavor. In one commercial, set in an art gallery. Miss Meredith inquires of a young man next to her: "Is that a Piranesi original?" The man, who is concentrating on the enjoyment of his cigar, abstractly answers: "No ma'am. It's a Roi-Tan! A line American cigar, made from fine American tobaccos."
Other misunderstandings arc centered around a
40
Florentine credenza. a Rossini sonata, a miniature Schnauzer. a foreign car and an orangutan at the zoo.
Spots are currently scheduled in prime time in 50 or 60 major markets throughout the West, Midwest and South, as well as selected markets in the East.
According to Kelly O'Neil. media director at Gardner, agency for the product, the market media plans are divided into six groups. The media schedules for each are different. The first group started its schedule in March, the last group on April 15. The campaigns weave in and out throughout the rest of the year.
Roi-Tan's total advertising expansion for 1964 includes spot radio and newspapers in markets that are especially promising, as well as spot tv in markets where the brand already enjoys wide acceptance.
Last year, Roi-Tan used one-minute tv commercials with the theme "try 'em all and smoke 'em all."
Other cigar lines put out b\ American Tobacco, also advertised via Gardner, include La Corona. Antonio y Cleopatra. Bock y Ca and Cabanas. None of these use television.
In March. American Tobacco announced its entrance into the little cigar market with Roi-Tan filtertip little cigars, increasing its line.
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