Viceroy cigarettes - The magic arrow.

This 1969 Viceroy ad has an art mistake. See it?

Leaving aside the lameness and mediocrity of the ad (What does it even mean when a cigarette never misses and never quits???), the artist forgot something. It looks like someone on the project missed, or maybe quit early.

Still nope? The problem has to do with the arrow and the apple.

Okay, we're also going to ignore the fact that gold is a useless material for an arrow, being really heavy, soft, and expensive. No, the mistake is nothing tricky like that. It's a dumb mistake, even for the dopey, imaginary world of Advertisingland.

Assuming Viceroy intends that the arrow was shot through the apple - Hence "Never misses" - the hole in the apple is smaller than the head of the arrow. Nobody stopped to think about how the arrow got where it is.

Not to put too fine a point on it (huh huh), here's the arrow head, moved next to the hole it allegedly made.

Let's fix the hole. First, we make a slit-shaped selection at least as tall as the width of the arrow head.

Then, we move the selection over to the silly tiny hole in the apple, and use it to paint in some darkness borrowed from the shadows on the right side of the apple, and some gold, borrowed from the fletching (feathers) on the arrow, to suggest the yellow color of the apple's interior.

Okay, devil's advocate time, now. Just like always, it's also possible that the artist did it right in the first place, and the art director or client made him/her change it to look like the inaccurate and dopey version in the original ad. Maybe they like the idea of a golden arrow that screws together in the middle, so that both halves could be shoved through a pencil-sized hole and screwed together in the center of the apple?  Maybe the arrow is supposed to be a magic one, just like the magic long life and never-quittingness of Viceroys? In other words, it would be wrong to assume that the person doing the illustration has the final say, or that those who pull the artist's strings have a good eye and good judgment. After all, someone wrote the lame copy for this ad, right?


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