To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in.

Davidoff Camacho: Fernando the Cigar Genius

Trust him, he knows all about cigars.

Editor's Pick

Davidoff is promoting its Camacho cigars with the invention of an oily and disreputable character who calls himself the "Cigar Genius". If that sounds like a bizarre strategy for a luxury brand, well, the character, Fernando (played by Broadway actor Philip Hernandez) has already amassed a following in a series of amusing YouTube videos, a Facebook page and Twitter feed.

Fernando (who philosophizes smugly about cigars but is never actually seen smoking one) actually stands for everything the Camacho brand is against, and the connection between him and the Camacho brand was not originally made clear. However, Camacho had been running a giveaway via Cigar Aficionado's 20th anniversary issue calling for Cigar Smokers to "Get Real". Eventually, on September 19, Camacho challenged Fernando to "Get Real" and smoke one of its cigars, or lose his "Cigar Genius" title. The campaign, by Wunderman New York, has already seen Fernando acquire 18,000 Facebook fans, and continues.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Sep 26, 2012
Agency:
Wunderman - New York
Client:
Davidoff Camacho
Tags
Category
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Subscribe Now

Become a Member of Ad Age