39,468 dentists say, Viceroys Filter the smoke! The nicotine and tars trapped by the Viceroy filter cannot reach your mouth.
This series of Viceroy ads is reminiscent of Lucky Strike’s “20,679 Physicians Say…” ad campaign of 1930. Similarly, these ads claims that a certain, very exact, number of dentists say, ‘Smoke Viceroys!’” The company is careful to note, at the bottom of each ad, that it is not claiming that its filter removes all nicotine and tars; however, the larger text indicates that the Viceroy filter protects Viceroy smokers from nicotine and tars, as they become “trapped” in the filter. The dentists are used to prove that Viceroys “can never stain your teeth!” This series of ads continued to increase the number of approving dentists with each succeeding advertisement, as if the survey numbers were always growing.
Dentist, Elderly, Female, Filter, Male, Mild, Nicotine, Tar
