Us Tareyton smokers would rather fight than switch!
"Us Tareyton smokers would rather fight than switch!" is a slogan that appeared in magazine, newspaper, and television advertisements for Tareyton cigarettes from 1963 until 1981. It was the American Tobacco Company's most visible advertising campaign in the 1960s and 1970s. Beginnings The slogan was created by James Jordan of the BBDO advertising agency. The first print advertisement appeared in Life magazine on October 11, 1963. The advertisements would appear solely in print between 1963 and 1966. In 1966, the first television advertisements with the slogan aired. The target of the campaign was to create a sense of loyalty amongst Tareyton smokers. The models were made to look as though they each had a black eye, presumably earned in battles with smokers of other cigarettes. The slogan received grammar criticism from some quarters, which claimed correct usage should be "we" as the subject pronoun rather than "us", normally an object pronoun. Television advertisements Each commercial began with the protagonist doing something defiant; in one commercial, an old woman rocked sternly in her chair on her porch while the rest of her development was being razed to make room for a condominium). The protagonist, usually showing only their side profile to