In the first episode of Mad Men, we’re introduced to Don Draper and his advertising team as they tackle a tough challenge for their cigarette client, Lucky Strike. Reader’s Digest has recently published an article warning about the dangers of smoking, and the ad team must find a way to make Lucky Strike stand out in a now scrutinized market. Draper’s solution is simple but effective: he suggests they emphasize that Lucky Strike cigarettes are “toasted,” a term that subtly implies quality and care in production. The twist? Every cigarette brand uses the same process—but no one else has claimed