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AGENCY: Mezzina/Brown, New York
CLIENT: R.J. Reynolds, Winston-Salem, N.C.
MEDIUM: consumer print
CREATIVE DIRECTOR: Clark Moss
GROUP CREATIVE DIRECTOR: Jon Terzis
ART DIRECTOR: Anthony Turi
COPYWRITER: Josh Cohen
The “Viewer Discretion” label uses the vocabulary of TV advisories. But in this context, the rectangular message atop the ad mocks another bit of nanny statism: the Surgeon General’s tobacco warning.

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