Problem/Objective: To understand the mechanisms Camel uses in its current advertising campaigns (Wides and No. 9s) to co-opt their catch-point for tobacco control.

Methods: Analyzing recent Camel advertisements, especially their advertising campaigns for Camel Wides and Camel No. 9s using psychological deconstruction techniques; and a thorough review of tobacco industry documents through UCSF's Legacy Tobacco Documents Library revealing their market research into the target "hipster" population.

Results: By appealing to youthful irresponsibility and the cognitive dissonance that allows smokers who are aware of the dangers, social ills, and environmental impact of tobacco (and harbor a degree of emotional investment in these facts) yet still continue smoking, Camel advertising encourages the image of the nihilistic hipster.

Conclusions: Grasping the concerns and mindset of trend-setting young adults identifying with the hipster image allows tobacco control advocates the same rhetorical and aesthetic techniques employed by the tobacco industry re-appropriated against the industry and its seductions.