In the middle of a traffic jam in Jakarta, Indonesia, on a hot night in early 2008, Roi Permadi grabbed this photo for us, of a billboard from the latest advertising campaign for Djarum Super cigarettes: "My Life, My Adventure."
Ever since the Marlboro Man successfully transformed a brand previously aimed at women into a masculine icon, macho lifestyle ads have been a popular way to sell smokes. And what could be more macho than a Willys in the back country? See also the 1980 campaign for Camels, in CJ-3B's in Magazine Ads.
The Djarum photo is very much in the same style as the 2007 ad for Bathys Hawaii watches, seen in A Man and His Jeep.
Djarum Super is one of the biggest brands of clove cigarettes, also known as kreteks, which contain a blend of tobacco and cloves and are very popular in Indonesia. For more details on kreteks, see Wikipedia.
The Jeep photo was also featured for a while on the homepage of the Djarum Super website, which is a lifestyle website aimed at young men, with an emphasis on adventure.
Thanks to Roi Permadi for the heads up on this latest exploitation of the cool factor of a CJ-3B. -- Derek Redmond
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