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And leading up to that show, which happened to be in D.C

[N] Wang JB et al

When you smoke, carbon monoxide takes the place of some of the oxygen in your blood, preventing your heart, brain and other organs from getting the oxygen they need

Gray listened to advertising employees from the William Esty Co., and the slogan "Winston tastes good like a cigarette ought to" was considered, then replaced by the more succinct "Winston tastes good like a cigarette should." [5] The first print ad appeared in The Pittsburgh Press in September 1954, although with 'real' added: "Winston tastes real goodlike a cigarette should!" [6] [7] An ad in Life followed, then other outlets, using the now well-known wording