Mad Men "Smoking Pitch"

>> and all we have to do to make
these government interlopers happy,

they tell us to make a
safer cigarette, we do it,

and then suddenly that's not
good enough.

>> Might as well be living
in Russia.

>> Damn straight.

[coughing]

>> I might have a solution.

At Sterling Cooper we've been
pioneering the burgeoning

field of research and our
analysis shows that

the health risks associated with
your product

is not the end of the world.

People get in their cars every
day to go to work

and some of them die.

Cars are dangerous.

There's nothing you can do
about it.

You still have to get to
where you're going.

Cigarettes are exactly the same,
so why don't we simply say,

'So what if cigarettes are dangerous?'

'You're a man, the world
is dangerous.'

'Smoke your cigarette.

You still have to get where you're going.'

>> That's very interesting.

I mean, if cigarettes were
dangerous, it would be interesting.

>> Except they aren't.
That's your slogan?

You're going to die anyway?
Die with us?

>> Actually, it's a fairly
well-established

psychological principle that
society has a death wish

and if we could just tap
into that, the market potential is --

>> What the hell are
you talking about?

Are you insane?

I'm not selling rifles here,
I'm in the tobacco business.

>> Gentlemen, before you leave
can I just say something?

>> I don't know, Don.
Can you?

>> The Federal Trade Commission
and Reader's Digest

have done you a favor.

They've let you know that
any ads that brings up

the concept of cigarettes and
health together --

well it's just going to make
people think of cancer.

>> Yes, and we're grateful
to them.

>> But Lee Jr. said is right.

If you can't make those
health claims,

neither can their competitors.

>> So we got a lot of people
not saying anything,

that sells cigarettes?

>> Not exactly.

This is the greatest advertising
opportunity

since the invention of cereal.

We have six identical companies
making six identical products.

We can say anything we want.

How do you make your cigarettes?

>> I don't know.
>> Shame on you!

>> We breed insect-repellent
tobacco seeds,

plant them in the
North Carolina sunshine,

grow it, cut it, cure it,
toast it --

There you go. There you go.

[writing]

>> But everybody else's
tobacco is toasted.

>> No, everybody else's
tobacco is poisonous.

>> Lucky Strike's is toasted.

>> Well, gentlemen, I don't think
I have to tell you

what you just witnessed here.

>> I think you do.

>> Advertising is based on
one thing...

happiness.

And you know what happiness is?

Happiness is the smell of
a new car.

It's freedom from fear.

It's a billboard on the side of
the road that screams

with reassurance that whatever
you're doing, it's okay.

You are okay.

>> It's toasted.

I get it.