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.
Jonathan Cuneo
Cuneo served as Washington counsel in the first case to challenge the "Joe Camel" cigarette advertising campaign. The action was filed in California state court in 1991 well before the U.S. Attorney General began tobacco litigation. This litigation led to the release of documents that revealed R.J. Reynolds Tobacco Company had studied under-aged smokers with a view toward selling cigarettes and consequently induced youths to start smoking through targeted advertising. Congressman Henry Waxman called Cuneo and his colleagues "American Heroes" for their release of these documents.