"The Man Who Thinks for Himself Knows"
Here, intelligent-looking men stare at the viewer in a recognizable thinking pose. Behind them are backgrounds of rockets and space, math on a blackboard, the University Press, an atom, and other intellectual and ambitious pursuits. Tobacco companies promoted filters through ads which promised health reassurance, although filters did little to truly reduce the hazards of smoking. Filters were marketed as the “intelligent choice” for smokers worried about their health. in 1958 and '59, Viceroy developed "The Man Who Thinks for Himself Knows," a campaign which dubbed the Viceroy filter to be "the thinking man's filter." Campaigns like these appealed to smokers who considered themselves upper-class and educated.