Too Tough to Care

[Music] meanwhile evidence continues to map the danger of death from heart attack is three times as great among smokers as among non-smokers the basis of research in the country's hospitals and laboratories there is no longer any doubt that lung cancer has reached epidemic proportions doctors are seeing more and more x-rays like this with suspicious shadows which turned out to be cancer and surgical operations for lung cancer are now performed on approximately 40,000 patients a year some of them can be saved but the outlook particularly for the older patients is not encouraging the cold facts are that 19 out of 20 surgical cases cannot be cured and in the view of the nation's medical man this is the reason so smoke give you there but remember say the doctors you've been warned there is sick that is just sick imagine anybody seeing a thing like that all over the country almost makes you want to stop smoking hey mr. MSHA yeah well where were you when we started showing this thing I was out getting the thinking men testimonies you know the layouts a little bit what you thinking man you know they don't think what the new campaign no no no Carly it's too late for that sort of thing you can't smoke and think anymore nowadays thinking men are thinking about a lung cancer for heaven's sake would you hurt with that man set up on the screen Farley we've got trouble big trouble it's not mr. in charge or sales are up but how long do you think they're gonna stay up with doctors and cancer people coming up with spooky stuff like that no no party we've got to start looking ahead how do you mean well it looks like they say we're losing our older smokers now if the old customers are dying off that means we've gotta find and look around for some new ones and fast smart thinking mr. Upshaw yes it is where do we look in the school negative the kid get him on there young well we've been doing that mr. I'm shocked you know that step at sports star campaign with the baseball players football players that was for the kid that was one of the college kids you see it nowadays they won't even let us advertise in their college publications anymore no no besides you got to get something for the younger kids are young real young high school well high school junior high great school kindergarten babies I don't care but you're gonna get them while they're young you see now that these things the breakfast-food boys have understood that for years kind of get him while they're young you see party you get a kid when he's young enough he'll stay with you for the rest of his life kids are like sheep you start him on Finster he'll stay on Finster's you little mister I'm sure beautiful that's the slogan hey you star month and says I'll stay on offense oh don't be an idiot you can't use that of course not I was just joking well we got to come up with something look Farley you're supposed to be the creative genius around here aren't you right well I want you to suck the kids with a brand new campaign you see and between you and me the theme is get them while they're young right right and Farley think of something fast I'm thinking I'm thinking scene 1 take 25 music say mothers a lot of you have discovered that your babies need to suck its thumb can be so easily replaced for the more adult heaven sophisticated mothers all over the country have been switching to the new brand does the trick I kid they may be something special going to happen like your birthday or 6th grade graduation when mom and dad asked you what you really want will they be [Music] these boys and girls volunteered to make an honest comparison test between Finster's and another popular brand they did not know that they were being photographed by our hidden camera notice closely now as these boys or girls look over the product barley yours think what mr. rim show you said get them while they're young those things will get anything while they're that way you idiot I gotta fire you I'm sorry mister I'm sure you didn't use your head I'm sorry sick well alright alright trouble hue party as you don't do things scientifically yes this is an age of science you know now if the doctors can make tests so can we right right mm-hmm well I don't suppose you've been downstairs in the lab lately well I've been spending quite a lot of time down there what filter test sir no-ho-ho mm-hmm psychology tests psychology test yeah you see if you wanna sell cigarettes to kids you've got it you've got to find out what they think about smoking and you've got to be scientific about it come along with me now I'll show you what I mean [Music] good morning I think you know Farley Timken here you've no doubt our company psychologist well now tell us what you've been up to huh oh well I've been anning's from a word association test if you got some teenagers in here and we ask them to ice down the first word that came to mind when they thought of smoking that's scientific oh my yeah yeah well tell Farley what you came up with when you last gave the test get this now bears when the boys and girls of America sort of smoking they thought of money sophistication good power I'm the Brigitte Bardot there you are those are the images you should have been using you know you right that's good work out a good way I did another series of tests oh yes more word association test day I like them they're good well let's be may a change in attitude what's that I can't understand well I'm tell me for Evans sake what do they think of when they thought of smoking they thought of them tar smoker's cough forest fire phlegm and that's the image they get them to think of smokey now listen here although you've got to destroy every last one of those cards and fast and if you dare breathe a word of this to anybody I'll fire you but I can't change this gonna start slippies scientific test yes you can auto and listen no more word association test you hear they're not reliable yes Barney yes sir think of an image sex no no that won't do no we've tried that well perhaps we could combine it but something else such as like a mountain breezes puppies you know in some things alive things for body you know what I mean bodies Barney well I don't know about enemies like bodies it kind of makes you think of death doesn't it oh yes yes you're right well do what you can huh and no more word association test you hear yes mmm well varley's lungs were down here we might as well go see what the chemists are doing all right yep how long we had chemist sir well ever since we found out that if we wanted the test results to make us look good with darn well better do our own testing [Music] what's your name will you take that off give your mask German yes Lumpkin well yeah what tests you're running today Lumpkin tar and nicotine tests Oh what have you found Oh bad news mr. MSHA bad news come on well what other test you're running on the rat packs the rats head what's that we teach rat how to smoke and then we watch them know whatever they're they caught will try to quit but we don't let them and then bad news mr. M job bad news there oh my goodness well up what about filters anything on the builders yeah we we're trying everything now is all is the grape leaves cotton balls back wanna gunpowder cat fur and activated charcoal what's activated charcoal I don't know you put all that stuff in the filter yeah it doesn't leave much room for the tobacco actually the most important quarter-inch in smoking today it's the part that's burn man well you better keep working on builders that's a very important job pardon me all those uh filters in the cigarette doesn't that get in the way of your taste of the smoker cords it does that's why we've been using the newer stronger tobacco isn't that right there long right yes look don't worry about it and don't think about it nobody else does Farley so why should you well back to work a Lumpkin yes mr. Shaw I don't think the scientific approach is the one you want sort of a fresh approach you know what I mean something safe Farley by George you know what we've been overlooking what we've been forgetting smoking is fun well of course it is course smoking is fun now look what a kids want nowadays anyway do they want serious stuff or important stuff no they want fun and that's what we're gonna give a morning new tonight you see if you tell a kid that smoking is fun he'll believe you they don't want all this scientific junk what they want is fun hello I want a brand new campaign I want to see our commercials pushing fun I want to see lots of kids smoking and having fun look party here here's your new slogan now have fun with the Finster you got that now have fun with the mister [Applause] [Music] [Music] you said for me mr. Upshaw yes I did sit down oh thank you very much darling we've got some trouble we've got some big trouble what do you mean sir well they don't like this young fun campaign of ours one little bit matter of fact they don't like anything we're doing who doesn't like anything we're doing well just about everybody there's the Surgeon General's Office and the cancer people in the medical societies and and the TV people in the heart people in the school people well have you seen these reports Lenore says here that the one pack smoker has 11 times the chance of dying of lung cancer the two pack smoker has 26 times the chance of dying here's another one that says every cigarette you smoke cuts down your life by 5 minutes well look at all of these things they here I made a list of some of them it says filters are no help says government report lung cancer deaths a thousand percent higher for smokers 70% higher death rate for male smokers they're even teaching a five-day plan to quit smoking and their get they're discovering radioactivity and cigarette smoke for Evans sake and the filters don't help a single bit for that they linked smoking with lung cancer mouth cancer and bladder cancer well sure it's parabolic that's sick [ __ ] what does it all mean sir it means we've got trouble big trouble big big trouble barley is smoking really does cause lung cancer what are we gonna do I don't suppose we could tell everybody that lung cancer is good for people no no can't quit smoking that's for sure no no how about making cigarettes out of something else so cotton lint more lettuce leaves raw what are we gonna do with the tobacco we own no no no when you say we can't use that young fun campaign I mean they won't let us pay kids to smoke fence there no of course not look I don't think we have to use those kids what what kids want to be when they grow up huh oh I don't know rich I get rich well that's that's two but no they want to be they want to be big strong power good with the chicks top I don't get it well that's the idea for the new campaign see we will use the kind of guys that kids want to grow up to be tough guys guys who are too tough to kill what do you mean that's a slogan for the new campaign he's too tough to care too tough to care about what lung cancer can you see it now here's a sky see and he's read all the reports so smoking is bad for him at cetera but does he care does he stop smoking is he scared no why because he's to to care something imagine oh they're gonna like the allergy send in that silly artist we hired and and tell him to bring his Hansel I need him right away and also draw me an artist conception conception yes yes drumming a man who's too tough to care I beg your pardon well hurry up you idiot what does a man look like when he's too tough to carry he's an outdoor type yes he's about 30 or 32 all right and he he's a various suntanned am i handsome in a rugged sort of way right and he likes vicious things violent things mm-hmm can he have a tattoo yeah give him a tattoo whatsoever my basement stupid you know I mean he's a smart to run its own way like a cowboy College provided he likes to chase the chicks like a man to care big head brain the demolition expert danger is his business dynamite scared [Music] Jenkins here test racecars see how well will wear [Applause] [Music] black Michaels the gas main always takes it there Holly cleans the windows Rangers in the air to care [Music] haha wonderful finally just wonderful that's what we want barley it's just wonderful well thank you very much sir and they can't accuse us of conning those kids with the young fun anymore you know there's no into the tough guys we can use I think we've done it I really think we have done it what do you say we go out and celebrate barley I think we've earned it sir otherwise yes sir we'll have a pin stick you must be kidding let's go every year tobacco companies spend 200 million dollars to keep people smoking last year forty thousand people died of lung cancer in the United States practically all of them were heavy smokers an even greater number of smokers die prematurely from heart attacks good luck [Music] [Applause] [Music] [Music]