At least five years late to the game, Camel is now turning its focus on to the highly overexposed hipster mecca that is Brooklyn’s Williamsburg neighborhood, where everyone’s tattooed, living off trust funds, chugging PBR and play in one band or another–or so us living out of the borough have been told.

Anyhow, the marketing geniuses at Camel’s parent company, R.J. Reynolds, who probably have never set foot in the neighborhood, have come up with a “Williamsburg” version of the cancer sticks. The cringe-inducing promotional material includes lines like this: “It’s about last call, a sloppy kiss goodbye and a solo saunter to a rock show in an abandoned building.” Oy. Camel’s site refers to the ‘Burg as “the most famous hipster neighborhood” though it’s just one of 10 “cool” places (Seattle, The Haight and Austin, TX being among the others) that are part of the brand’s 10-week “Camel Break Free” promotion.

via Gothamist and The Brooklyn Paper