Encyclopedia of Major Marketing Campaigns | American Cancer Society

• THE LAST CIGARETTE Campaign
• Who Was William Talman?
• From Beyond the Grave
• Further Reading

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THE LAST CIGARETTE Campaign

Overview

The commercial was stark, sober, and exceedingly powerful. It began with a man's raspy voice narrating shots of his wife and their six children, the classic happy American family. The scene then shifted to a shot of Raymond Burr, star of the hit television series Perry Mason, which aired from 1957 to 1966, and the narrator, who identified himself. "And that's me—Bill...