Brand: Camel

Year: 2007

Category:
Ad-magazine/newspaper
Cartoon
Music
Special Populations-Youth

Description:
Multi-page ad from Camel (and editorial foldout provided by Rolling Stone magazine)in promotion of "The Farm", a campaign stated to be dedicated to promoting independent record labels and underground music. Images Top Row: (Left)- First ad of the multipage spread. Features image of woman with blue hair and tattoos and states, "Welcome to The Farm". (Middle)- Cover of the special Rolling Stone foldout titled, "Indie Rock Universe". Inside contents of the foldout seen on the last row. (Top Row, Right) - Final ad of the multipage spread featuring an image of a man, directing readers to visit the Camel website related to this feature. Images Middle Row: 2 page "butterfly gate" ads, outside ads pages which opened up to reveal inside content (as shown on bottom row). These outside ads featured a surrealist image of a farm with both animals and vintage radios and televisions. Text: "Committed to supporting and promoting independent record labels. The best music from the underground...The world of independent music is constantly changing. New styles and sounds emerge daily. That's why we're bringing you The Farm. A collaboration between Camel and independent artists and record labels. It's our way of supporting these innovators as they rise up to bring their sounds to the surface. We give them more opportunities to be heard through online music and countless events across the nation. Visit TheFarmRocks.com Free shows, great bands and more!" Image Bottom Row: Inner contents of the special foldout, provided by Rolling Stone magazine. Includes space/universe themed drawings with various group listings of music bands. This ad and insert was found in the Fortieth Anniversary issue of Rolling Stone (Issue 1039, November 15, 2007). Both RJ Reynolds and Rolling Stone received criticism for using a cartoon filled foldout which appeared to be a continued part of the Camel advertisement, rather than distinguishable editorial content. Camel's music themed "Farm" feature could be found on Camel's website as early as June 2007.

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