Date: 1950
Brand: Lucky Strike
Manufacturer: American Tobacco Company
Campaign: Never a Rough Puff
Theme: Light, Super & Ultra Light
Keywords: Male, Star, Actor, Ray Bolger, Movie, Television, Dancer, Performer
Quote: Cigarettes, like dancing, must be smooth to be really enjoyable. I go for Luckies' fine tobacco!

Comment: This advertisement is targeted toward current smokers, encouraging them to switch to Lucky Strike for flavor and smoothness. Ray Bolger, famous Broadway and film dancer, compares cigarettes to dancing, as both must be smooth to be really enjoyable.

Never a Rough Puff

Tobacco companies have been advertising their particular brands as mild since the first half of the 20th century. From the start, smokers were aware that smoking irritated the throat, causing discomfort or smoker s hack. Though serious health effects of smoking, like lung cancer, emphysema, and heart attack, were not yet identified in the first half of the 20th century, the seemingly benign side effects such as sore throat and cough were certainly bothersome to smokers.

To counteract the sentiment that certain cigarettes were harsh and thereby worse for your health, cigarette companies began touting mildness, a ploy that has lasted well into the 21st century. By reassuring smokers that a particular brand was mild, tobacco companies succeeded in hooking consumers and preventing them from quitting.

After appealing to smokers desires for throat ease for years, the American Tobacco Company issued the penultimate mild campaign in 1950: There s never a rough puff in a Lucky. The campaign included celebrity testimonials an advertising technique Lucky Strike perfected but also urged consumers to let your own taste and throat be the judge. Like many of Lucky s advertisements at the time, this campaign claimed that Lucky Strikes were free and easy on the draw, clearly a synonym for mild.

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