Camel x Anatomy Lesson of Dr. Nicolaes Tulp

Camel.

During the 40’s public concern regarding cigarettes was on the rise. So, Camel simply used fake physicians to endorse their brand. Between 1940 to 1949, Camel ran a campaign that claimed “More Doctors smoke camels”. Was this true? kinda.

Camel would attend medical conventions offering free cigarettes, and survey doctors after they left, asking either their favourite brand or which cigarettes they carried in their pocket. While the survey was real, the doctors depicted in the ads were simply actors/models that looked the part.

This didn’t matter - people still believed it. Afterall, if a doctor smokes a certain brand, it must be safe.

The Painting.

Anatomy Lesson of Dr. Nicolaes Tulp by Rembrandt (1632) captures seven members of the Guild of Surgeons WAY too close to a corpse as Dr. Tulp gives a lesson on anatomy.

The corpse, Adriaan Adriaanszoon, was convicted of armed robbery and sentenced to hang. Must have been an organ donor.

Despite being a masterpiece, the muscle structure is anatomically incorrect, and his right arm is hella short - maybe both intentional to convey his shortcomings in armed robbery?? If so, genius.

These ‘errors’ are overlooked as the painting focuses more on the intensity and detail of each individual. Their attentiveness during the lesson is evident, likely trying not to throw up from the horrid stench that is 100% filling that room.

The Poster.

This plan was simple - find an old painting of doctors, and give them all Camels. I chose this painting because of the detail in each of the subjects' faces - all they needed was a cigarette.

I decided not to give a cigarette to the bloke at the back. I imagine he just finished one and was spotted with the packet, and reluctantly had to share with the rest of the group.

Where some slogans in this series of posters take on a new context when accompanied with a painting, here, “More Doctors Smoke Camels” retains the same message. It works perfectly with a bunch of doctors candidly being seen exclusively smoking Camels.