client: RJ Reynolds Tobacco Company
improvement: Brassiere
date: October 7, 1978
United Press International
The Stars and Stripes
December 17, 1978 Improving on billboards
Simon WAGSTAFF, San Francisco’s self described spokesman of the “Billboard Liberation Front” says the aim is to improve billboards.
Recently Wagstaff and the “front” took aim on a billboard that read “I’m realistic I only smoke Facts.” With a slight editorial change, the billboard read. “I’m real sick. I only smoke Facts”. And a large arrow was added pointing in the warning that cigarette smoking is dangerous to your health.
Except for his billboard work, Wagstaff, whose name isn’t in the telephone book, communicates only in rare calls in to the San Francisco Examiner.
He claims the Billboard Liberation Front involves 350 people, mostly professionals, although the amount of the front’s activity makes this doubtful.
Asked by the Examiner the simple question “Why billboards?” “Because they are here.” Wagstaff replied.
He said the front’s aim is to “upgrade and improve the written message. We use paper and rubber cement. We don’t damage billboards. The unprofessional groups use spray paint, but that’s below our standards.”
“Billboards are the only form of advertising the consumer can improve. You can’t do it with radio or television ads or magazines. Here you can improve the message. At times it’s more imaginative than the original.”
In a recent improvement, the Front cemented a bra over the Camel man’s chest.
“You can’t show a naked woman’s chest. So why show a naked man’s? It’s unfair. It’s a double standard. And the sight of it could have an adverse effect, especially on young people. These advertisers should have a sense of public responsibility.”
Wagstaff further objected to the Camel man as a stereotype of men as macho and virile with hair on their chest.
“It’s unfair. Some of us are kind of wimpy. We don’t have half on our chest and when smoke , we cough. Men should be portrayed more realistically. We don’t want our bodies used as sex objects to sell cars or cigarettes or anything else.”
“Generally anyone would be shocked by the sight of a naked male chest. Imagine what effect it would have on a Girl Scout troop. When the mayor shows a visiting dignitary around, or on a visitor from the Middle East where they are much more modest.”