American Cancer Society: The Last Cigarette campaign

The commercial was stark, sober, and exceedingly powerful. It began with a man's raspy voice narrating shots of his wife and their six children, the classic happy American family.

American Cancer Society: The Last Cigarette campaign

Judson Knight

Overview

The commercial was stark, sober, and exceedingly powerful. It began with a man's raspy voice narrating shots of his wife and their six children, the classic happy American family. The scene then shifted to a shot of Raymond Burr, star of the hit television series Perry Mason,which aired from 1957 to 1966, and the narrator, who identified himself. "And that's me—Bill Talman, with a friend of mine you might recognize. He used to beat my brains out on TV every week for about ten years." Talman had played...

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