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Next time you think of advertising your industry, you should research how others had created viral marketing campaigns

Even if you go out to smoke, you are sure to bring the smell of cigarettes back inside unless you immediately remove it from your clothes and shoes

The elements that conspired to create a viral image: The expression somewhere between resigned and obliterated The cigarette a universally readable symbol of "I need a moment" The blue sweater unglamorous, relatable, zero celebrity performance The context a birthday, a divorce, a public life under strain The lack of awareness he doesn't seem to know or care he's being photographed That last element is arguably the most important