""If I were the head of a tobacco company, I'd say, 'God bless "Titanic," ' " Bruce Silverman, a California ad executive, who directed that state's antismoking media campaign, says...
But what is "Titanic"? Leonardo DiCaprio smoking pensively on the Titanic deck is classic Marlboro Man. The swells in first class trading cigarettes are Dunhill. The rough-and-tumble crowd in steerage rolling their own could be taken as a coded reference to the no-frills, no-additive, no-bull Winston, while Kate Winslet blowing smoke in her mother's face is very much "You've come a long way, baby"--Virginia Slims. As for the climactic smoking scene, in which Winslet coquettishly snatches a cigarette from a man's mouth, that's pure Joe Camel. As Camel's former ad agency, Young and Rubicam, said of the brand's archetypal smoker, "Always the winner, on top of the situation, beating the system, and covering the scene, whatever he does he does with a style and joie de vivre all his own." In "Titanic," smoking is sexy and social and sophisticated and genuine and rebellious, and in the end virtually everybody dies--which is the most perfect touch of all."
From The New Yorker, March 9th 1998