by Dan Panosian

Don Draper from ‘Mad Men’ and Walter White from the TV series ‘Breaking Bad’ by Andrés Martínez Ricci

by Olly Moss

by Ben Whiteshell

diálogo roubado ao episódio Lucky Strike

Don Draper: This is the greatest advertisting opportunity since the invention of cereal. We have six identical companies making six identical products. We can say anything we want. How do you make your cigarettes?

Lee Garner, Jr.: I don't know.

Lee Garner, Sr.: Shame on you. We breed insect repellant tobacco seeds, plant them in the North Carolina sunshine, grow it, cut it, cure it, toast it...

Don Draper: There you go. There you go. [Writes on chalkboard and underlines: "IT'S TOASTED."]

Lee Garner, Jr.: But everybody's else's tobacco is toasted.

Don Draper: No. Everybody else's tobacco is poisonous. Lucky Strikes'... is toasted.

Roger: Well, gentlemen, I don't think I have to tell you what you just witnessed here.

Lee Garner, Jr.: I think you do.

Don Draper: Advertising is based on one thing: happiness. And do you know what happiness is? Happiness is the smell of a new car. It's freedom from fear. It's a billboard on the side of a road that screams with reassurance that whatever you're doing is OK. You are OK.

Lee Garner, Sr.: It's toasted. [Smiles]

Lee Garner, Sr.: I get it.

Sem a pretensão do alcance dos rasgos geniais de Don Draper, mas com a mesma intensidade nos cigarros fumados nasce com este editorial um projecto descomprometidamente correcto e informalmente atento ao panorama da comunicação.

No fundo, substituímos o ritmo frenético “cigarro, cigarro, bourbon, cigarro, stolichnaya, cigarro...” pelo café e água das pedras intercalado pelo tão português pires de tremoços e (wait for it...) Brand&mel, o refresco das marcas com pêlo na venta.

Não somos tão decadentemente glamorosos, mas mantemo-nos fiéis à demência e loucura daqueles “homens insanos” com o devido rigor da actualização necessária e imposta pela circunstância.

Esperamos que gostem ;)