Rory Sutherland

The Wiki Man: Sporting behaviour

‘You’re never alone with a Strand’, created by the S.H. Benson agency in 1959, is now famous as the most unsuccessful advertisement ever. With its raincoated figure standing alone on Albert Bridge, seeking solace from some unseen misfortune by drawing on a Strand cigarette, it was admired on artistic grounds until it emerged that the imagery depressed not only viewers but also sales. In our defence (S.H. Benson later merged with Ogilvy & Mather), the Strand was also a lousy-tasting cigarette.

• From magazine issue: 09 April 2011