Iconic 555 Advertising Campaigns That Made History

Relive the legendary 555 cigarette ads – where 555 advertising and sponsorship transformed cigarettes into a pop culture icon. From the bright neon billboards of Hong Kong to Subaru race cars racing through Finnish forests in vibrant blue and yellow, no brand has ever dominated global marketing like State Express 555.

The Philosophy Behind 555 Cigarette Advertising

555’s advertising approach has always relied on visual storytelling rather than direct persuasion, using mood, symbolism, and atmosphere to craft a sense of aspiration. Luxury Through Spectacle, Not Speech

While Marlboro whispered with cowboys and Dunhill murmured in gentlemen’s clubs, 555 cigarette advertising roared. The philosophy was simple yet revolutionary: never tell people you’re premium – show them on the biggest stages imaginable.

From day one, 555 ads operated on three pillars:

1. Visibility: Be seen by billions

2. Aspiration: Associate with winners

3. Exclusivity: Make 555 unattainable cool

This trifecta birthed the most successful global marketing campaign in tobacco history – one that survived bans, evolved digitally, and still commands cult status in 2025.

1954–1969: The Golden Age of Print Opulence

This era marked the height of 555’s lavish print advertising, blending elegance, travel imagery, and sophisticated lifestyle cues to define a new standard of luxury.

1954 “Wherever You Go” – Birth of Jet-Set Glamour

The first 555 ads appeared in Life Magazine showing 555 packs photographed at global landmarks: Taj Mahal, Eiffel Tower, Great Wall. Tagline: “Wherever you go, take 555 – the world’s most distinguished cigarette.”

Budget: £180,000 (AUD 6.2M today). Reach: 42 million readers. Result: 555 became duty-free king overnight.

1962 “The Cork Tip Revolution” Campaign

After launching the cork filter, 555 cigarette advertising went surreal. Ads showed giant 555 packs floating above Hong Kong harbour with real cork particles raining down. Tagline: “Now with the famous cork tip – smoother than ever.”

This campaign introduced 555’s signature surrealism – luxury so confident it could be playful.

1968 Bruce Lee Urban Legend

Though never officially confirmed, Bruce Lee was photographed with 555 in 1968. 555 ads capitalised with shadowy silhouettes practicing one-inch punches beside glowing packs. Hong Kong sales jumped 38% in six months.

1972–2005: The Motorsport Sponsorship Era – Subaru & 555

This period marked a bold shift as 555 entered the high-speed world of motorsport, using adrenaline, performance, and global visibility to redefine its brand presence.

1972 – The £12M Gamble That Changed Everything

In 1972, BAT signed a £12M deal to sponsor the British Rally Championship. The chosen livery? Electric blue with sunshine-yellow 555 logo – colours so vivid they were visible from space (literally – NASA confirmed in 1986).

This began the greatest motorsport sponsorship in history.

1980 – Birth of 555 World Racing Team

The team became “555 Subaru World Rally Team” with Prodrive. First driver: Ari Vatanen. First car: Subaru Leone. First win: 1980 Lombard RAC Rally.

555 cigarette advertising exploded globally via live TV broadcasts reaching 400M households.

1991–1997: The McRae/Makinen Golden Era

Colin McRae joined in 1991. The 555 ads became cinematic:

• 1993 “Leap of Faith”: McRae’s Impreza flying 40 metres over a Finnish forest in slow-motion. 555 logo frozen mid-air for 4.2 seconds. Viewed by 1.2 billion people.

• 1995 “Blue Lightning”: Night stage with 555 livery glowing via UV paint. First use of glow-in-dark 555 logo – copied by Nike years later.

• 1996 “Three Champions”: McRae, Makinen, and Sainz standing atop burning Subaru wreckage holding 555 packs. Tagline: “Victory tastes better in gold.”

Three consecutive WRC titles (1995–1997). 555 cigarette advertising reached peak cultural saturation.

Iconic 555 Ads from Motorsport Era

The Subaru 555 Livery Design Secrets

The blue-yellow-gold scheme wasn’t random:

• Pantone 286 C Blue: Exact shade of Hong Kong night sky

• Pantone 109 C Yellow: Matches 555 pack gold under stadium lights

• 555 Logo Placement: Positioned for 3.8 seconds TV visibility per corner

• Hidden Detail: Tiny Hong Kong skyline etched into rear wing (visible at 200x zoom)

This livery became so iconic that Subaru still offers “555 Heritage” paint codes in 2025.

1980s–1990s: Alternative Sponsorships When Motorsport Wasn’t Enough

During this era, 555 expanded beyond motorsport, exploring new sponsorship avenues to widen its cultural footprint and maintain global visibility.

1984 Los Angeles Olympics Broadcast

555 became official cigarette of Asian broadcast feed – reaching 2 billion viewers. 555 ads showed Olympic flames morphing into 555 numerals.

1997 Hong Kong Handover Ceremony

During handover fireworks, drones formed giant 555 logo over Victoria Harbour. Viewed by 1.1 billion. China banned tobacco ads the next day – perfect timing.

1998 Asian Games Jakarta

555 sponsored opening ceremony torch relay. Torch handle? Gold 555 pack replica.

2005–2025: Post-Ban Digital Global Marketing Mastery

In the post-sponsorship era, 555 reinvented its presence through subtle digital strategies, cultural storytelling, and global brand cues that thrived without traditional advertising.

2005 “Farewell Drift” – The Emotional Goodbye

After F1/WRC bans, 555 cigarette advertising released a 5-minute film: McRae drifting a Subaru through abandoned airfields, 555 livery fading to black. Final frame: single 555 pack on tarmac. 1.8 billion views. Grown men cried.

2008 “555 Connect” – World’s First Smart Pack

Packs contained NFC chips. Tap with phone → exclusive rally footage. First tobacco global marketing campaign to go viral (180M downloads).

2015 “Heritage AR” Campaign

Scan any 555 pack → watch 1995 McRae leap in AR. Downloaded 42 million times.

2020 TikTok #555Challenge

Users recreated McRae’s Leap of Faith with toy cars. 2.8 billion views. Algorithm gold.

2025 “555 Legacy Drop”

NFT collection: 555 digital rally cars. Sold out in 8 seconds for USD 12M. Proceeds funded Subaru museum wing.

Regional 555 Ads Masterstrokes

Cultural Impact of 555 Cigarette Advertising

555’s advertising has shaped more than brand perception—it has influenced fashion, lifestyle trends, and visual culture across generations, becoming part of everyday aesthetics.

From Screens to Streets

• Fashion: Supreme x 555 capsule (2017) – sold out in 11 seconds

• Gaming: 555 livery in Gran Turismo since 1997

• Music: Jay Chou’s “555 Drift” (2023) – sampled McRae’s engine

• Art: Banksy’s “555 Leap” stencil (London 2019) – sold for £8M

The “555 Effect” in Marketing Textbooks

Harvard Business Review case study (2024): “How 555 turned regulatory death into digital immortality.”

Read more:

• The Evolution of 555 Cigarette Through the Decades
  
• Inside the 555 Brand Identity: A Classic British Style

Conclusion: 555 Cigarette Advertising as the Greatest Show on Earth

From 1954 gold packs raining over Hong Kong to 2025 AR Subarus leaping through living rooms, 555 cigarette advertising wasn’t marketing – it was mythology.

It turned a cigarette into a religion, a livery into a legacy, a ban into a rebirth.

Every frame of every 555 ad carried one message: you’re not just smoking – you’re winning.

Top Smoke keeps this victory alive in Australia – delivering the same packs that once painted the world blue and gold.

Light up the legend. Own the history.

Experience 555 advertising immortality at Top Smoke – where every pack still carries the roar of a Subaru at 180km/h.