Marlboro Lights up Spring Break

It really doesn't get much better than this in the world of non-traditional, subliminal, guerrilla marketing now does it?
I found this at jaffejuice, if he's not on your reader than he needs to be.
I love these marketing ideas. The narrator on the video is wrong. This is not taking advantage of kids at spring break. I seriously doubt it was intended to subliminally get drunken travelers to go buy a pack of smokes (ok maybe it was). However,It doesn't need to work like that, it only needs to be a good story. Just one student shaking their head on the dance floor notices this and it spreads like wildfire through the club, and once it's found it will be a tale that frat boys and coeds from all over will be singing when they get back on campus. It will be shared, and that's a win for anyone.
Of course the guy speaking on the video is full of it when he's speaking about the legal aspects of the lighting trick. I really don't see anyting illegal, but you tell me.