GOT A LIGHT?
In case you didn't know, Philip Morris is test-marketing a new brand of cigarettes called "Dave's." Over the past year I've seen big billboard advertisements for "Dave's" cigarettes in Seattle and Denver. These are folksy ads; one of them features a tractor. The message is that "Dave's" is a folksy brand of cigarette, produced by a down-to-earth, tractor-driving guy named "Dave" for ordinary people who work hard and make an honest living, at least until they start coughing up big folksy chunks of trachea.