"I recently switched my mother in laws low tar cigarettes for medium tar cigarettes." says the Tobacco exec and notes that she smoked 40% more when she smoked low tar.

Client: Tobaccofdreedom.com
Ad agency: Crispin Porter & Bogusky

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has worked in New York, London, Amsterdam, Copenhagen and Stockholm.