Joe Camel
Joe Camel first appeared in the U.S in 1988, in materials created for the 75th anniversary of the Camel brand by Trone Advertising. Trone is a mid-size agency in Greensboro, N.C., that Reynolds used on various advertising and promotional projects.
William Lerach
Lerach was appointed by President Clinton to the U.S. Holocaust Memorial Council in 1998. He was also a figure in ending the Joe Camel advertising and marketing campaign by RJ Reynolds. Lerach successfully argued the case in front of the California Supreme Court, stating that R.J. Reynolds' Joe Camel campaign constituted a fraudulent business practice because it targeted minors and induced minors and cigarette sellers to break the law.