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The document explains that the Natural American Spirit brand is seeking health-conscious, back-to-basics, YAS (YAS is an industry acronym for Young Adult Smoker)

Its dark brown (enamel?) and brass

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The campaign featured sailors, sea captains, pilots, weightlifters, war correspondents, scientists, and farmers, alongside the slogan-turned-jingle: You get a lot to like with a Marlboro filter, flavor, flip-top box. Rather than using professional models, the agency took a more straightforward approach and cast men who embodied what Burnett described as masculine confidence: We shunned slick professional models, so familiar in cigarette advertising, as well as testimonials

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