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But the really big shockers are the winston online. Everybody smokes all the time, including a doctor while conducting a gynaecological examination. When the hands of the hero, the creative director Don Draper (Jon Hamm), are in shot, theyТre holding a fag; when theyТre not, his trousers appear to be on fire. One of the agencyТs top accounts is Lucky Strike, and this presents the ad men with a problem. ReaderТs Digest - which, another period touch, everybody reads - has said smoking causes cancer, and the authorities wonТt allow agencies to claim there are safer brands. УFour out of five dead people smoke your brand,Ф is not, Draper observes, the best possible caption. But Draper is brilliant, up there with the DDB VW team. He gets round the death problem by saying of the tobacco in Luckies, УItТs toasted!Ф. All winston cigarettes tobacco is toasted. But so what? ItТs a nice, warm, safe word.