Spirit of an Adventurer
Besides a passion for writing, I describe myself as being a bit of an adventurer. At age nine, a hastily scribbled note left on the kitchen table was enough to let my parents know that my friend and I were going camping on a neighboring farm. As much a reflection of our adventurous spirit, that youthful, spontaneous attitude had been forged during a time and climate that encouraged independence, resourcefulness, resilience and respect. Baby boomers, especially those from Southern Africa, know exactly what I’m talking about.
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Several decades ago, tobacco giant Philip Morris Inc. —owners of the immensely popular Marlboro cigarette brand—briefed their ad agency to come up with a campaign that would anchor their product in the hearts and minds of the consumer. Four weeks later, in 1954, the agency pitched the idea of the ‘Marlboro Man.’ Philip Morris loved it.
Oozing machismo, iconic images of a rugged cowboy helped propel the brand to unprecedented levels, boosting sales from $5bn to $20bn in just the first two years. It is still regarded as one of the most brilliant marketing campaigns ever.
Losing chunks of market share to the irresistible cowboy, RJ Reynolds Inc. —another tobacco giant and owner of the Camel brand—responded with their own macho star, the ‘Camel Man.’ Portrayed as an unflappable hero, the ardent outdoorsman could handle any situation, no matter the challenge. Bit by bit, the Camel brand started to claw back some of its stolen market share.
Electing to go head-to-head with the famed cowboy, RJ Reynolds decided to launch an international competition based around their own iconic hero. They named it the Camel Trophy. Held annually over a 2-week period, the first event took place in 1980 in the jungles of the Amazon. As the competition grew in popularity, contestants from around the world were given Land-Rovers and sent into remote locations to test their mettle. Working in 2-man teams (it would be a few years before women were able to compete), resourceful contestants vied for the two most coveted prizes in off-road adventure—the Camel Trophy itself, and the Camel Spirit Award.
Apart from requiring advanced 4x4 driving skills, competitors needed at least a working knowledge of auto-mechanics, an aptitude for orienteering, exceptional fitness and endurance, basic First aid skills, knowledge of rope work and, above all, resilience in the face of hardship.
Pictured here in our tuxedo jackets, my good friend Steve Gray and I celebrate our win in South Africa’s inaugural Camel Adventure in 1992. Two years later, in their first international appearance, South Africa won the Camel Spirt Award at the Argentina, Paraguay and Chile Camel Trophy event—the first ever multi-country event in the competition’s short but illustrious history.