Customs: Ads in Reverse

The American Cancer Society has thought up a new kind of advertising — uncommercial. Called "Athletes Against Cancer," the campaign is a series of cigarette testimonials in reverse. "I don't smoke," grins Olympics Decathlon Champion Bob Mathias. "Smoking cuts down on wind. And an athlete needs wind as much as he needs his legs. Athletes in top condition don't smoke — they can't afford to." Yankee Pitcher Whitey Ford (who did some testimonial commercials last year for Camels) says: "Cigarette smoking is dangerous for your health. I guess we all know that science has proved it to be the...

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