Ari can’t talk about it.
My friend and sometimes co-conspirator John Carluccio makes incredible pieces of film (that is, when he’s not busy inventing turntablist transcription method) and his latest short Cease and Desist is relevant to anybody who enjoyed reading Pirate’s, especially if you like sneakers.
From the blog of the film:
“Branding, addiction, sneaker culture and legal infringement are explored when artist/designer Ari Saal Forman mash-ups the lively Newport cigarette brand into a cool “Nike-like†sneaker. Shot at the height of the sneaker movement in 2006 and in present day, the short film reveals how trends quickly turn and how these urban expressionists compete even harder to stand out. Sneaker collectors soon face their own (cigarette like) addictions and Ari gets a legal gag for his clever design.
“The “alive with pleasure†moment that “legally never happened†is presented with before and after accounts.”
December 19th, 2008 at 5:22 am
I am in Communication and Marketing and understand the power of branding and it is clear the Ari has a pure talent for branding and bringing in the masses- it makes me irate that NEWPORT was his choice to focus on. He might as well put “Lung Cancer-Like” sneaker next to the logo. What can I say . . I am in public health! According the CDC by way of the American Legacy Foundation: https://www.americanlegacy.org/2466.aspx
In middle school, 64% of African American smokers use menthol cigarettes. In high school, 79% of African Americans who smoke use menthol cigarettes.
In high school, rates of menthol use are significantly higher among African Americans than among youth of other races/ethnicities. Among high school smokers, 51% of Asian American and Hispanic and 37% of White youth smoke menthol cigarettes.
Lung Cancer—African Americans, and particularly males, have experienced lung cancer at higher rates than Whites for many years. The reason for this remains unclear, but racial differences in smoking habits, socioeconomic variables, and the metabolism of tobacco carcinogens may all play an important role.
So. . . I don’t mean to stray from the flavor of your blog. . . and you may not post this. . but at least I tried to get the message out there! Thanks. . . and love the blog!
Peace!
December 19th, 2008 at 9:03 am
Hey Jana,
He chose Newport for all the reasons you bring up. One of the themes of the project was addiction, and although cigarettes are obviously a lot more harmful, there are clear parallels with sneaker addiction, and the way sneakers are marketed and who they are marketed to. You should check the film, from a public/marketing standpoint, I think you’d find it very interesting.
Glad you like the blog!
All the best
Matt