KOOL x Sadak in Search of the Waters of Oblivion

Menthol cigarettes used to be marketed as the occasional cigarette when you’re sick or have a sore throat, however Kool decided to market it quite differently after realising its potential.

In 1969, Lorrilard began to position the brand as the elevated, smoother, cooler option among smokers. They also increased their “African-American Budget” by 87%, creating a series of campaigns directed towards this market. Anyway, that’s why so many ads from Kool around that time were all positioned towards African Americans. 

A campaign used throughout the 70’s was the “Come up to KOOL”, encouraging smokers to swap to Kool cigarettes. Helping to associate the brand as a “fresh” and healthier option, many of the ads featured the packaging in pristine, aquatic environments, often alongside waterfalls or the forest.

These environments alongside the core slogan gave the impression that KOOL is above all others in terms of freshness and taste.

Sadak in Search of the Waters of Oblivion (1812).

This painting by John Martin is (apparently) considered one of the most famous British romantic works. It depicts the story of a fictional character, Sadak, who was sent by his Sultan to find the memory-destroying “waters of oblivion”.

After enduring a range of trials - a tempest at sea, a plague, evil genii, a subterranean whirlpool, this painting portrays Sadak at the end of his journey, just as he reaches the waters of oblivion. 

Continuing the theme of Kool Cigarettes in an aquatic environment, I decided to use this painting as a far more apocalyptic interpretation.

Sadak clutching the edge of a cliff heavily implies the long journey he endured to find the Waters of Kool. His ascent up the mountain in search of these cigarettes perfectly compliments the slogan, Come up to the KOOL taste.

I see Sadak as all smokers, who have “come up” to Kool, leaving behind all the other brands at the bottom of the mountain. I changed the colours heavily to better suit the brand and theme, also making it look less like hell.