WEBVTT - Part Two: How Cigarettes Invented Everything 0:00:01.680 --> 0:00:09.319 Uh, should really get that checked out. Cut me blowing 0:00:09.400 --> 0:00:12.920 my nose, but keep the yell, keep the yell. It 0:00:13.000 --> 0:00:16.800 sounds like a wounded elephant. I feel like a wounded elephant. 0:00:17.440 --> 0:00:22.919 A pollen counting Oregon right now is unbelievable. Um, I 0:00:23.040 --> 0:00:26.439 just went outside during the break between episode recordings and 0:00:26.560 --> 0:00:29.320 emptied a magazine from an A R fifteen into a tree. 0:00:29.440 --> 0:00:32.720 But it does not appear to have solved the problem. 0:00:32.720 --> 0:00:36.400 So now you gotta gotta get heavier than that many. 0:00:37.159 --> 0:00:38.960 I should have used the three O eight. You know, 0:00:39.520 --> 0:00:42.840 that's why they went. That's that's why the armies, the Cali. 0:00:44.920 --> 0:00:48.560 Yeah you want to up a tree? Yeah, you really 0:00:48.560 --> 0:00:51.040 want You really want to move close to that thirty 0:00:51.080 --> 0:00:54.920 caliber range exported to you by six point eight tree 0:00:55.000 --> 0:01:03.600 killer buster. Yeah, that's three thirty eight lap of a baby. 0:01:05.280 --> 0:01:08.000 When I was a young man, times like this, right 0:01:08.040 --> 0:01:10.360 around near the end of the year, my friends and 0:01:10.360 --> 0:01:11.600 I would go out into the woods and we would 0:01:11.600 --> 0:01:14.360 shoot down a tree in order to have a bonfire 0:01:14.400 --> 0:01:18.920 around it. And um, that doesn't really relate to the 0:01:18.959 --> 0:01:21.759 subject of the episode, but we often smoked cigarettes while 0:01:21.760 --> 0:01:24.720 doing it. Not interesting, It's kind of like shooting down 0:01:24.720 --> 0:01:30.039 a tree, isn't it, Because if you're active consumer base, 0:01:30.920 --> 0:01:33.200 it's a bit like shooting shooting down a tree. Yeah, 0:01:33.319 --> 0:01:35.040 you just have to hope that they can grow up 0:01:35.080 --> 0:01:40.280 faster than you can shoot them, which I mean, and 0:01:40.319 --> 0:01:42.119 it's also what they say about the human race, because 0:01:42.120 --> 0:01:43.440 one thing you got to give it to us is 0:01:43.480 --> 0:01:46.480 we bred slightly faster than cigarettes were able to kill us. 0:01:48.400 --> 0:01:52.600 Once again a win for humanity. Yeah, the Titanic dub 0:01:52.960 --> 0:01:56.440 so cigarettes did not get to have their real moment 0:01:56.520 --> 0:01:59.080 in the sun until a few years after the dissolution 0:01:59.080 --> 0:02:01.200 of American Too Bad Echo, which again the Supreme Court 0:02:01.320 --> 0:02:05.800 knocks it out in nineteen eleven. Probably somewhere under ten 0:02:05.840 --> 0:02:09.400 percent of a merit of smokers, and a much smaller 0:02:09.480 --> 0:02:14.160 portion of the US population um actually smoked cigarettes. So 0:02:14.160 --> 0:02:17.000 a pretty small fraction of the US adult population is 0:02:17.040 --> 0:02:21.840 smoking still, even even as successful as our old buddy 0:02:21.919 --> 0:02:25.720 Duke wasn't getting people to smoke um. But the thing 0:02:25.720 --> 0:02:27.760 that's going to actually start to change this and and 0:02:27.800 --> 0:02:33.600 really turn around cigarettes fortunes is the First World War. Now, James, 0:02:34.600 --> 0:02:38.840 you've been a trench. Yeah, I mean I've been in 0:02:38.919 --> 0:02:44.760 the company trenches, So that's non professional reasons. Yeah, they're 0:02:44.800 --> 0:02:47.639 they're trenches are not the cleanest places in the world, 0:02:47.919 --> 0:02:51.080 especially if it's raining and their muddy. H You wouldn't 0:02:51.080 --> 0:02:53.080 want to have a pipe in a trench necessarily, Like 0:02:53.120 --> 0:02:54.920 you could smoke a pipe in a trench, but stuff's 0:02:54.960 --> 0:02:56.880 gonna get in it. That's kind of gross, right, that's 0:02:56.919 --> 0:03:01.519 not ideal. And when you know, if you're doing trench stuff, 0:03:01.560 --> 0:03:03.520 you probably don't have time to sit down and really 0:03:03.520 --> 0:03:06.480 smoke a cigar. You know, they take a while. Cigarettes 0:03:06.680 --> 0:03:09.040 are depends on what rank you're at, doesn't it once 0:03:09.080 --> 0:03:11.720 you write, right, if you're sitting yeah, yeah, yeah, you 0:03:11.760 --> 0:03:16.519 get up to the field grade officers, they have plenty 0:03:16.520 --> 0:03:18.600 of time for cigars, and they have clean enough areas 0:03:18.639 --> 0:03:21.880 for cigarettes, for for pipes. But if you're a working 0:03:21.919 --> 0:03:25.160 man in the trenches, the best way you have to 0:03:25.320 --> 0:03:29.520 smoke in between getting murdered by German machine guns is 0:03:29.639 --> 0:03:33.560 a cigarette. And that's that's really what causes a shipload 0:03:33.639 --> 0:03:36.960 of people to start adopting cigarettes. That that's what actually 0:03:37.000 --> 0:03:42.760 makes it a mainstream thing. Is World War One. Now death, 0:03:43.800 --> 0:03:46.440 it does go well with death, James. Cigarette adoption had 0:03:46.480 --> 0:03:49.080 crept up only gradually prior to this and it had 0:03:49.120 --> 0:03:52.480 been met by this a really active anti smoking campaign 0:03:52.520 --> 0:03:54.440 the whole time. It's kind of noting that the first 0:03:54.520 --> 0:03:59.040 twenty years of of like the twentieth century, basically from 0:03:59.040 --> 0:04:03.200 like the late eighteen nineties to like nineteen seventeen nineteen eighteen, 0:04:03.560 --> 0:04:06.840 there's a very active anti smoking campaign in the United States, 0:04:06.920 --> 0:04:08.800 and it's powered by a lot of the same voices 0:04:08.800 --> 0:04:11.680 who are also fighting for prohibition. There were even bands 0:04:11.720 --> 0:04:15.000 on the public consumption of tobacco in some states. In 0:04:15.080 --> 0:04:18.280 nineteen ten, a doctor named Charles Peace founded the Non 0:04:18.360 --> 0:04:21.800 Smokers Protective League, advocating for a public smoking ban in 0:04:21.800 --> 0:04:25.280 America's largest city. In nineteen thirteen, The New York Times 0:04:25.279 --> 0:04:28.159 published an op ed opposing the establishment of smoking cars 0:04:28.240 --> 0:04:32.720 in the subway. Now, these people we now know are right, 0:04:32.800 --> 0:04:38.240 you know, like cigarettes bad, public smoking bad. But they're not. 0:04:38.920 --> 0:04:42.760 They're not. Again, there's not strong evidence that proves cigarettes 0:04:42.839 --> 0:04:46.280 cause cancer at this point. There's not really good scientific 0:04:46.360 --> 0:04:52.000 studies at this point. These people are just busybodies, right, yeah, yeah, right, 0:04:52.160 --> 0:04:54.479 they can be right for the wrong reasons. Well, what 0:04:54.600 --> 0:04:58.880 are the arguments that they Well, I don't like it, yeah, 0:04:59.160 --> 0:05:01.480 let me let me yet. Chief among the voices of 0:05:01.520 --> 0:05:03.840 small of non smokers is our old friend of the pod, 0:05:03.960 --> 0:05:09.520 John Harvey Kellogg, America's. Kellogg's complaint was quote, smoking has 0:05:09.560 --> 0:05:14.279 become so nearly universal among men, smokers are practically ignored 0:05:14.480 --> 0:05:18.520 their rights trampled upon. Now that that means that, like, 0:05:18.680 --> 0:05:21.440 by being around cigarette smoke, you're having your rights trampled upon. 0:05:21.440 --> 0:05:23.800 And yes, we now know second hand smoke is seriously 0:05:23.880 --> 0:05:26.440 bad for you at the time we did it. And also, 0:05:27.080 --> 0:05:31.479 let's be honest here nineteen seventeen, walking around a city 0:05:31.480 --> 0:05:35.080 that's still filled with horseshit and now leaded gasoline fumes 0:05:35.080 --> 0:05:38.080 from all of the cars rolling around and industrial smoke 0:05:38.160 --> 0:05:40.800 from all of the different fucking coal factories and stuff. 0:05:41.080 --> 0:05:44.160 Cigarettes are not your number one health risk, Yeah, the 0:05:44.279 --> 0:05:48.559 end of the thing. Number one trampling on your right side. Yeah, 0:05:48.760 --> 0:05:52.640 it's just not the biggest problem. Look, John Harvey Kellogg, 0:05:53.680 --> 0:05:56.520 don't give him credit. Yeah, do not give him credit 0:05:56.560 --> 0:06:00.560 for being on the right side of history with this one. Um, 0:06:00.600 --> 0:06:05.120 so non smokers. Also, it was not again because there's 0:06:05.160 --> 0:06:07.920 not greats there are some of these people do are 0:06:07.920 --> 0:06:09.760 are ahead of their time and are saying like, hey, 0:06:09.800 --> 0:06:12.160 this stuff is has to be bad for you, and 0:06:12.200 --> 0:06:13.920 we're going to figure out like the way in which 0:06:13.920 --> 0:06:16.400 it's killing people later. A lot of them are just 0:06:16.560 --> 0:06:19.200 angry because they think it's gross, and a huge chunk 0:06:19.240 --> 0:06:22.159 of them are angry because cigarettes are popular with women, 0:06:22.480 --> 0:06:25.599 right because women start smoking. That's a big part of 0:06:25.640 --> 0:06:28.560 the anti smoking campaign. In nineteen o four, New York 0:06:28.640 --> 0:06:31.000 State passes a law that makes it a crime for 0:06:31.080 --> 0:06:34.240 women to quote endanger the morals of children by smoking 0:06:34.240 --> 0:06:37.400 in their presence. A woman named Jenny Lasher was charged 0:06:37.400 --> 0:06:40.640 and sentenced to jail for violating it. In nineteen o eight, 0:06:40.680 --> 0:06:44.000 New York City aldermen passed an ordinance restricting public smoking 0:06:44.160 --> 0:06:48.240 by women. From the Washington Post quote. The Sullivan Ordinance 0:06:48.279 --> 0:06:50.440 made it illegal for restaurant and bar owners to permit 0:06:50.440 --> 0:06:53.440 women to smoke in their establishments. The stated rationale from 0:06:53.480 --> 0:06:57.000 bowty moralist and political chieftain Tim Sullivan was that proper 0:06:57.080 --> 0:07:00.000 ladies were offended by women smoking, and it certainly wasn't 0:07:00.000 --> 0:07:01.960 any it's kind of attempt by a man to control 0:07:02.040 --> 0:07:05.480 women's behavior. Despite the ordinance of short duration, it lasted 0:07:05.520 --> 0:07:08.200 only two weeks, the sentiment underlying it was held by 0:07:08.200 --> 0:07:11.320 others as well. Women smoking was viewed by many as taboo, 0:07:11.520 --> 0:07:14.920 associated with what Amanda Amos and Margarita Haglund have termed 0:07:15.120 --> 0:07:21.120 lucian libidinous moral behavior. So it is a good band name, 0:07:21.960 --> 0:07:24.960 and it's it's interesting. One of the things that cigarettes 0:07:25.040 --> 0:07:27.920 do is they make it. They are a big part 0:07:27.920 --> 0:07:30.200 of why it starts to become okay for men and 0:07:30.240 --> 0:07:34.120 women to socialize together who are unmarried, right in a 0:07:34.120 --> 0:07:35.560 lot of ways. So one of the things that is 0:07:35.720 --> 0:07:39.520 common prior to cigarettes becoming mainstream, after you have like 0:07:39.560 --> 0:07:41.760 a big dinner, if you if you have a fancy potty, 0:07:42.120 --> 0:07:45.680 then after dinner, the men will go to smoke cigars 0:07:45.880 --> 0:07:48.280 and the women will, you know, go clean up or something. 0:07:48.560 --> 0:07:51.200 And increasingly in the early twenties, what starts, or in 0:07:51.200 --> 0:07:53.920 the early nineteen nine hundreds, what starts to happen is 0:07:54.080 --> 0:07:58.800 after dinner everybody has a cigarette. And women didn't smoke cigars, 0:07:58.840 --> 0:08:00.920 but cigarettes are new, and so it's not really that 0:08:01.040 --> 0:08:03.400 weird to a lot of modern people that women would 0:08:03.400 --> 0:08:06.680 smoke them. And also there's not women's cigarettes, so everyone's 0:08:06.680 --> 0:08:10.000 smoking the same cigarettes, and increasingly they start doing it 0:08:10.040 --> 0:08:13.440 in the same places together, unmarried men and women just 0:08:13.560 --> 0:08:16.440 hanging out and having a smoke and talking. This is 0:08:16.800 --> 0:08:19.960 a big part of this is kind of in the 0:08:19.960 --> 0:08:22.480 background of the of the suffrage movement, but it like 0:08:22.520 --> 0:08:26.720 cigarettes do play a significant role in the increasing acceptance 0:08:26.760 --> 0:08:30.400 of social equality for women because men and women spend 0:08:30.440 --> 0:08:34.320 time together to smoke. Yeah, it makes not a non factor. Yeah, 0:08:35.000 --> 0:08:38.080 definite time period when there's generally is changing gender roles, 0:08:38.160 --> 0:08:40.800 right with women working in the First World War, and like, 0:08:42.200 --> 0:08:45.240 well that's yeah, that's another part of it, right, is 0:08:45.320 --> 0:08:48.520 like women are taking on men's jobs, why wouldn't they 0:08:48.559 --> 0:08:52.160 be able to smoke? And you know, it's a it's 0:08:52.200 --> 0:08:55.600 a whole thing. So smokers also started to organize to 0:08:55.720 --> 0:08:59.720 establish more public smoking places. Tobacco dealers would often back 0:08:59.720 --> 0:09:02.320 and on local efforts to lobby for smoking cars on 0:09:02.400 --> 0:09:04.560 trains or to allow the smoking of cigarettes on the 0:09:04.559 --> 0:09:08.000 rear platform of street cars. Within the military, there were 0:09:08.040 --> 0:09:10.800 strenuous debates as to whether or not tobacco should be 0:09:10.880 --> 0:09:14.080 legal for soldiers. In nineteen o seven, the Surgeon General 0:09:14.120 --> 0:09:16.800 of the Navy had recommended that sailors under twenty one 0:09:16.840 --> 0:09:20.480 be banned from smoking cigarettes. This was outrageous to the 0:09:20.520 --> 0:09:23.439 actual men of the Navy, and one enlisted man wrote 0:09:23.440 --> 0:09:26.599 this in response. If this cigarette recommendation has made the 0:09:26.679 --> 0:09:28.600 rule and such a thing as ordered, it's gonna put 0:09:28.600 --> 0:09:30.439 all us young fellows who like them on the beam. 0:09:30.720 --> 0:09:32.880 It's all right to talk about your cigars and your pipes, 0:09:33.000 --> 0:09:35.640 but cigarettes are cigarettes. And when and when you once 0:09:35.679 --> 0:09:37.720 get to liking the little sticks, there's nothing that can 0:09:37.760 --> 0:09:40.080 take their place, then don't forget that. Life on the 0:09:40.080 --> 0:09:42.440 ocean with none of your women, folks, your girlfriends around 0:09:42.440 --> 0:09:45.000 to break the monotony is a lot different from life ashore. 0:09:45.280 --> 0:09:47.680 And I tell you those dreamsticks help you pass away 0:09:47.720 --> 0:09:53.000 many and dreary and homestick our just a bunch of 0:09:53.080 --> 0:09:57.960 navy boys, no women around, sucking down dreamsticks. Dream stakes. Yeah. 0:09:58.080 --> 0:10:05.359 Direct quote from Jerbine's speech pardnering people with marijuana for dreamsticks. 0:10:05.960 --> 0:10:08.560 In an unrelated note, I saw a picture of Joe 0:10:08.559 --> 0:10:11.080 Biden with a quantum computer the other day and it 0:10:11.200 --> 0:10:13.400 just struck me as the most wrong thing. It's like 0:10:13.480 --> 0:10:15.960 looking at Winston Churchill with a game boy, Like, No, 0:10:16.080 --> 0:10:18.360 those aren't supposed to be in the same photograph. Joe 0:10:18.400 --> 0:10:21.400 Biden should never have lived to see a quantum computer, 0:10:22.080 --> 0:10:27.080 like seeing a diplodocus tamagotchi hanging out. Yeah, yeah, that's 0:10:27.080 --> 0:10:32.320 not okay, that's not okay. Um. So opposition to cigarettes 0:10:32.320 --> 0:10:35.400 in the military disappeared overnight once the United States got 0:10:35.440 --> 0:10:38.160 into World War One. Much of this had to do 0:10:38.240 --> 0:10:42.319 with black Jack Pershing, the leader of the American Expeditionary Force, who, 0:10:42.320 --> 0:10:45.120 when asked what Americans could do to support their soldiers 0:10:45.160 --> 0:10:48.560 going overseas, gave this reply. You asked me what we 0:10:48.600 --> 0:10:50.920 need to win this war, I answered, tobacco as much 0:10:50.960 --> 0:10:58.240 as bullets. Great it is. Yeah, yeah, we've spoken about 0:10:58.280 --> 0:11:01.800 this before. But the universal true of conflict journalism. If 0:11:01.840 --> 0:11:04.440 you need something you're not sure that someone's gonna give 0:11:04.480 --> 0:11:06.120 it to you, you can probably get it by giving 0:11:06.160 --> 0:11:09.160 someone enough cigarettes. I keep packs on me every time 0:11:09.160 --> 0:11:11.679 I'm anywhere near because, like, and it's not always just 0:11:11.720 --> 0:11:14.760 getting something. Some of that is like you meet people 0:11:15.000 --> 0:11:17.880 and their stand offish because like, I don't know, they're 0:11:17.880 --> 0:11:20.480 fucking soldiers in a war zone whose daily life involves 0:11:20.520 --> 0:11:22.840 dealing with horrible trauma, and they don't know you. And 0:11:22.880 --> 0:11:25.199 then you like bust out some Marboroughs and you sit 0:11:25.240 --> 0:11:27.880 and smoke for like twenty minutes together, and then they 0:11:27.920 --> 0:11:31.000 just start talking you know, like that's a thing. They're useful, 0:11:31.080 --> 0:11:36.880 they're they're a great tool for journalism. Well, they're also 0:11:37.520 --> 0:11:40.120 in terms of how they're being used. That's not unhealthy 0:11:40.120 --> 0:11:43.880 by the military because cigarettes spoilers make you worse at 0:11:43.920 --> 0:11:47.800 everything that is important for soldiers, almost everything. Right, today, 0:11:47.960 --> 0:11:50.520 US soldiers who smoke score an average of thirty five 0:11:50.559 --> 0:11:54.280 points lower on PT tests. Cigarette smoking harms your night vision, 0:11:54.360 --> 0:11:57.760 like it's bad for your performance. Yes, they are bad 0:11:57.800 --> 0:12:00.400 for your performance in combat. In addition to like people 0:12:00.440 --> 0:12:05.880 get shot smoking cigarettes cherries. Right, But one thing they 0:12:05.920 --> 0:12:08.520 do is they are a stress reliever. And we can 0:12:08.559 --> 0:12:11.760 debate in the long term it's not a great coping strategy, 0:12:12.040 --> 0:12:14.599 but if your daily job is to get shot at repeatedly, 0:12:14.960 --> 0:12:17.240 you don't care about the long term. You just would 0:12:17.320 --> 0:12:20.360 like a moment where things feel okay. Yeah, there is 0:12:20.400 --> 0:12:23.280 not a long term for a lot of people. No, no, 0:12:23.640 --> 0:12:26.160 especially not. And the other thing that they do is, 0:12:26.240 --> 0:12:29.600 as we just talked about, people bond while smoking. It's 0:12:29.640 --> 0:12:31.840 a part of why men and women. It's a way 0:12:31.840 --> 0:12:34.040 in which men and women start to bond socially in 0:12:34.040 --> 0:12:35.720 a way they had not in a long time in 0:12:35.760 --> 0:12:39.600 Western society and soldiers in the trenches, bond sharing smokes. 0:12:39.880 --> 0:12:41.680 It is a thing that you do with each other, 0:12:42.120 --> 0:12:44.520 and you can't Number one, this is a thing I 0:12:44.600 --> 0:12:47.319 don't think the tobacco industry could have anticipated because it's 0:12:47.360 --> 0:12:50.640 just a very human thing. And it's also you can't 0:12:50.679 --> 0:12:54.760 fight this like, there's not there's no nothing to do 0:12:54.840 --> 0:12:57.520 about it. It's just a thing that people have adopted 0:12:57.559 --> 0:13:02.160 for themselves in a difficult time. Um. And so this 0:13:02.240 --> 0:13:06.240 is ah, this is a problem for the anti smoking people. Um. 0:13:06.280 --> 0:13:11.320 Obviously smoking again very bad, uh for everything else that 0:13:11.400 --> 0:13:13.880 makes you be a soldier. But soldiers are not thinking 0:13:13.920 --> 0:13:16.719 about that in the times when they're smoking them. Uh. 0:13:16.720 --> 0:13:20.080 And in a lot of military planners cases like they're 0:13:20.120 --> 0:13:23.480 also it's hard to argue even though you've got people 0:13:23.520 --> 0:13:25.840 who are in the medical profession for the military being 0:13:25.880 --> 0:13:28.240 like these probably aren't good for people. It's hard to 0:13:28.320 --> 0:13:30.320 argue that like a guy who you're asking to run 0:13:30.320 --> 0:13:32.680 in a machine gun nest doesn't deserve to have like 0:13:32.720 --> 0:13:37.880 a cigarette. Yeah. Um, And you know, if you know America, 0:13:38.000 --> 0:13:40.880 you know that love for our military is basically the 0:13:40.960 --> 0:13:44.040 not so secret control level lever for the American mind. 0:13:44.400 --> 0:13:47.200 So cigarettes had been controversial prior to World War One, 0:13:47.360 --> 0:13:49.240 but once we start sending men in the field and 0:13:49.360 --> 0:13:53.520 pershings like we need cigarettes. Organizations that had previously lobbied 0:13:53.600 --> 0:13:56.120 nationwide for smoking, bands like the y m c A 0:13:56.160 --> 0:13:58.040 prior to World War One. The y m c A 0:13:58.160 --> 0:14:00.920 is a massive part of trying to ban public smoking. 0:14:01.240 --> 0:14:03.720 As soon as the war starts, they start shipping palettes 0:14:03.760 --> 0:14:09.200 of cigarettes battle fields. It's it's great truth. For so 0:14:09.240 --> 0:14:12.559 long you can just put the put this support. The 0:14:12.600 --> 0:14:15.800 troops stank on anything, and people will love it. Here. 0:14:16.520 --> 0:14:19.400 It's it's interesting. In the cigarette century, Alan Brandt writes, 0:14:19.800 --> 0:14:23.480 volunteers organized smoke funds to collect donations to assure that 0:14:23.520 --> 0:14:26.680 the troops had adequate supplies of cigarettes. The Sun Fund 0:14:26.680 --> 0:14:29.600 amassed a hundred and thirty seven million cigarettes in a 0:14:29.600 --> 0:14:32.560 two month period. Tobacco may not be a necessity of 0:14:32.600 --> 0:14:34.920 life in the ordinary sense of the term, explained The 0:14:34.920 --> 0:14:38.240 New York Times, but it certainly lightens the inevitable hardships 0:14:38.240 --> 0:14:41.280 of war as nothing else can do. The National Cigarette 0:14:41.320 --> 0:14:44.120 Service Committee collected the names of soldiers without families to 0:14:44.120 --> 0:14:47.880 make sure they received cigarettes. Volunteers prepared packages for shipment 0:14:47.920 --> 0:14:50.040 to the troops under the auspices of groups such as 0:14:50.040 --> 0:15:00.520 the Army Girls Transport Tobacco Fund. Just that's sweet, Um, yeah, amazing. 0:15:00.560 --> 0:15:02.600 I'm sure these people are like, we're also like dying 0:15:02.680 --> 0:15:04.880 of trench foot and would have really appreciated like a 0:15:04.920 --> 0:15:07.320 new pair of songs. Yes, socks probably also would have 0:15:07.360 --> 0:15:10.600 gone over well yeah, I don't know. I mean, I 0:15:10.840 --> 0:15:14.200 assume the military was already attempting to provide those things, 0:15:14.280 --> 0:15:16.800 Like it is knew that you would provide cigarettes as 0:15:16.800 --> 0:15:21.520 the military, so in the early days of the war, uh, 0:15:21.640 --> 0:15:23.800 the US war effort. I should say, the fact that 0:15:23.840 --> 0:15:27.800 most aid organizations in Europe provided cigarettes to soldiers for 0:15:27.800 --> 0:15:31.200 a fee, often substantial, regularly made the news back home. 0:15:31.240 --> 0:15:33.600 Soldiers are like, we're paying as much for a cigarette 0:15:33.600 --> 0:15:35.360 at the front as we have to pay back at home, 0:15:35.640 --> 0:15:39.000 Like that's kind of fucked up. Now, donated cigarettes were 0:15:39.040 --> 0:15:40.760 only able to solve a small portion of this problem. 0:15:41.160 --> 0:15:44.480 D nine million cigarettes is not a lot, um, if 0:15:44.480 --> 0:15:48.280 you if you know anything about cigarettes, that's not very many. 0:15:49.120 --> 0:15:53.280 Sounds like a lot. It is not. Um. A fucking 0:15:53.400 --> 0:15:55.520 army in the field will smoke through a hundred and 0:15:55.600 --> 0:15:58.160 thirty nine million cigarettes quicker than they'll go through that 0:15:58.200 --> 0:16:04.240 many bullets uh donated cigarettes only yet solved a small 0:16:04.320 --> 0:16:06.280 number of the problems, So the War Department had to 0:16:06.360 --> 0:16:09.440 make the decision to issue tobacco rations to soldiers starting 0:16:09.480 --> 0:16:12.320 in May of nineteen eighteen. The New York Times wrote 0:16:12.320 --> 0:16:15.040 of the decision, quote, a wave of joy swept through 0:16:15.040 --> 0:16:21.000 the American army today. Uh So it war fever means 0:16:21.040 --> 0:16:24.960 a temporary end to the anti smoking movement. Many men 0:16:25.000 --> 0:16:27.920 who had hated cigarettes prior to the war had become addicts. 0:16:27.920 --> 0:16:30.760 While overseas, right they they you know, they're they're they're 0:16:30.880 --> 0:16:33.360 big hygiene guys before and then they get shot at 0:16:33.400 --> 0:16:35.320 and they have a smoke in the fucking trench with 0:16:35.360 --> 0:16:37.680 their buddy, and then you know, for the rest of 0:16:37.720 --> 0:16:40.920 their lives they think kindly of cigarettes. Um. And also 0:16:40.960 --> 0:16:42.960 the fact that the cigarette is now associated with a 0:16:42.960 --> 0:16:45.360 hard bitten trench fighter means that you can't attack the 0:16:45.440 --> 0:16:48.760 moral character of smokers. The anti smoking women. They're only 0:16:48.760 --> 0:16:51.440 smoked by criminals and and and not white people, right, 0:16:51.720 --> 0:16:54.760 and now they're like, they're they're part of the icon 0:16:54.840 --> 0:16:58.600 of the heroic soldier. Right. So when in nineteen hundred, again, 0:16:58.880 --> 0:17:01.920 barely five percent of the country smoked or like nineteen 0:17:01.920 --> 0:17:05.720 o four something like that. By nineteen forty and again sorry, 0:17:05.800 --> 0:17:08.200 but in like the start of the nineteen hundreds, about 0:17:08.240 --> 0:17:11.840 five percent of the country who smokes tobacco smokes. Right, 0:17:12.160 --> 0:17:17.520 by nineteen forty of the United States adult population smokes 0:17:17.520 --> 0:17:23.040 on a daily base. Yeah, it is a huge increase. Yeah, 0:17:23.119 --> 0:17:28.000 that is crazy. Average per consumer consumption escalated to In 0:17:28.119 --> 0:17:32.439 nineteen hundred, Americans consumed about fifty four cigarettes per person 0:17:32.520 --> 0:17:35.040 per year. Right, that's the average for the whole population. 0:17:35.359 --> 0:17:39.680 In nineteen sixty three, Americans consume forty three hundred cigarettes 0:17:39.720 --> 0:17:45.000 perch is not expecting that that is so many cigarettes. 0:17:45.840 --> 0:17:52.720 Forty three hundred Jesus Christ, that's quite a few cigarettes. Yeah, yeah, 0:17:52.760 --> 0:17:59.159 you're ready opting the intake Pokemon car collections now, oh yeah, no, no, 0:17:59.320 --> 0:18:03.359 a lot of kids are getting a lot of baseball cards. Um. 0:18:03.400 --> 0:18:05.439 You know, those numbers are drive driven up by all 0:18:05.520 --> 0:18:11.359 of the eleven year old smoking twelve thousand cigarettes cigarettes 0:18:11.400 --> 0:18:17.480 at once, just burning through an entire carton in a day. 0:18:18.160 --> 0:18:20.639 Uh So, this new wave of smokers brought with it 0:18:20.760 --> 0:18:25.159 changes in American smoking habits, largely driven by R. J. Reynolds, 0:18:25.200 --> 0:18:29.320 President of the Reynolds Tobacco Company. Richard Joshua Reynolds had 0:18:29.320 --> 0:18:32.760 been born on July eighteen fifty in Patrick County, Virginia. 0:18:33.080 --> 0:18:35.400 His father was a tobacco farmer, and as a young man, 0:18:35.480 --> 0:18:39.040 Reynolds worked for his dad's plantation, which absolutely included a 0:18:39.080 --> 0:18:42.800 funckload of enslaved people. R J was just fifteen when 0:18:42.800 --> 0:18:45.399 the Civil War ended, bringing with it the first tiny 0:18:45.440 --> 0:18:48.680 surgeon cigarette usage. He quickly fell in love with the things, 0:18:48.960 --> 0:18:52.000 and he turned his father's company into an industry leading producer. 0:18:52.040 --> 0:18:54.000 And R. J. Reynolds is different from Duke and that 0:18:55.359 --> 0:18:58.199 Duke when he smoked smoked cigars. Right. He wants to 0:18:58.240 --> 0:19:00.600 sell cigarettes. He thinks they're a good business. He doesn't 0:19:00.680 --> 0:19:03.199 understand them, right. He understands how to get people to 0:19:03.280 --> 0:19:06.000 want to buy something. He's a good marketer. He doesn't 0:19:06.000 --> 0:19:08.919 really get what people like in a cigarette. There is 0:19:09.040 --> 0:19:12.160 nothing that R. J. Reynolds loves more than cigarettes. This 0:19:12.240 --> 0:19:15.840 man like you have never loved a human being in 0:19:15.880 --> 0:19:18.439 your life the way this man loves the concept of 0:19:18.440 --> 0:19:22.399 a cigarette. Uh he is. He is such a cigarette 0:19:22.400 --> 0:19:26.199 lover that he attempts to avoid getting into Duke's tobacco trust. Right, 0:19:26.480 --> 0:19:28.200 He has his own way he wants to do things. 0:19:28.200 --> 0:19:29.800 He doesn't want to get involved in this trust. He 0:19:29.840 --> 0:19:33.800 wants to sell his cigarettes the way he wants to um. 0:19:33.840 --> 0:19:36.359 He actually gets forced by Duke into the trust because 0:19:36.440 --> 0:19:39.640 Duke uses shady methods to buy two thirds of Reynolds 0:19:39.640 --> 0:19:43.280 tobacco stock to force the company into American Tobacco. And 0:19:43.280 --> 0:19:46.160 despite this, R. J. Reynolds refuses to work with Duke, 0:19:46.400 --> 0:19:48.960 and he even secretly helps the US government build an 0:19:48.960 --> 0:19:53.160 antitrust case against American Tobacco. When the Supreme Court broke 0:19:53.200 --> 0:19:56.440 the trust. Reynolds had one goal to funck over buck 0:19:56.520 --> 0:19:59.679 Duke in his company. In nineteen thirteen, he created a 0:19:59.680 --> 0:20:02.720 new cigarette which featured a mix of American and Turkish 0:20:02.720 --> 0:20:05.920 tobacco to create a blended cigarette. He called this new 0:20:05.960 --> 0:20:11.040 cigarette the Camel. Oh there it is camel cigarettes. Why 0:20:11.080 --> 0:20:16.520 did he choose camel because it's Turkish tobacco. Yeah, you know, 0:20:16.880 --> 0:20:22.920 Turkey camels, two things that are famous, constantly associated with 0:20:22.960 --> 0:20:25.800 each other. Just imagine how it's better be if he 0:20:25.880 --> 0:20:30.040 just called it the Turkey the Turkey right, His angry 0:20:30.080 --> 0:20:33.960 Turkish nationalists love love the fact of those two things 0:20:33.960 --> 0:20:36.480 that they sound the same I mean he should have 0:20:36.520 --> 0:20:38.800 called it the Greek and then had just a drawing 0:20:38.840 --> 0:20:44.640 of the Anatolian Peninsula on it. They'd be banned there 0:20:44.680 --> 0:20:47.880 to this day. It would have been more war than 0:20:47.920 --> 0:20:53.800 twenty century Europe. I'm gonna quote now from the cigarette century. 0:20:53.920 --> 0:20:57.280 To help distinguish it from its competition, Reynolds offered no promotions. 0:20:57.600 --> 0:21:00.159 Smokers realized that the value was in the cigarettes, and 0:21:00.160 --> 0:21:04.040 do not expect promotions or coupons, he explained. Against Duke's 0:21:04.040 --> 0:21:08.040 earlier advertising devoted to these now traditional promotional devices, Reynolds 0:21:08.040 --> 0:21:11.840 went modern. Reynolds committed unprecedented advertising money to promote this 0:21:11.960 --> 0:21:15.159 single product, creating a national campaign to make the camel 0:21:15.240 --> 0:21:19.080 cigarette a truly national brand. In nineteen fourteen, newspapers throughout 0:21:19.119 --> 0:21:22.320 the country ran add several days in succession that announced simply, 0:21:22.680 --> 0:21:25.439 the camels are coming. They were followed by a second 0:21:25.440 --> 0:21:28.119 wave of ads proclaiming tomorrow there will be more in 0:21:28.160 --> 0:21:31.719 this town than all of Asia and Africa combined. Creating 0:21:31.800 --> 0:21:35.120 such expectations and their fulfillment would become a central technique 0:21:35.119 --> 0:21:38.320 of modern consumer advertising. The third ad portraying the camel 0:21:38.359 --> 0:21:43.120 cigarette package read camel cigarettes are here. This advertising campaign, 0:21:43.320 --> 0:21:46.600 and here the term campaign appropriately reflects the strategic technique 0:21:46.760 --> 0:21:52.879 met with unprecedented success. Look at that. Yeahah, smart man. Yeah, 0:21:53.080 --> 0:21:56.919 it's like an iconic brand, Okay, cigarettes, Like I know, 0:21:57.040 --> 0:21:59.880 there are many brands that seem to be as icon 0:22:00.119 --> 0:22:03.080 a cigarette brands, and it's global and yeah, and this 0:22:03.160 --> 0:22:05.159 is the start of that part of it, right, because 0:22:05.280 --> 0:22:08.040 cigarettes have started to go viral in this but not 0:22:08.119 --> 0:22:11.880 necessarily on a brand basis. Right, you do have kind 0:22:11.880 --> 0:22:13.719 of some of these early brands, but they all like 0:22:13.880 --> 0:22:16.359 every tobacco company has a bunch of different brands and 0:22:16.359 --> 0:22:19.199 they sell different ones of different regions. Reynolds is the 0:22:19.200 --> 0:22:20.760 first guy to be like, no, not only do I 0:22:20.800 --> 0:22:23.480 want my company to be the biggest, I want this 0:22:23.600 --> 0:22:27.880 one specific kind of cigarette to be everywhere. So when 0:22:27.920 --> 0:22:30.320 World War One ended, Campbell accounted for more than thirty 0:22:30.359 --> 0:22:33.040 pc of the U. S. Cigarette market. Campbell's came into 0:22:33.119 --> 0:22:35.639 vogue just as a new generation of female smokers came 0:22:35.680 --> 0:22:38.680 onto the scene. These women had traditionally taken male job 0:22:38.760 --> 0:22:40.920 had taken traditionally male jobs from men who had left 0:22:40.920 --> 0:22:43.160 to fight, and after helping to save the U. S. Economy, 0:22:43.359 --> 0:22:45.600 they didn't take well to the argument that them enjoying 0:22:45.600 --> 0:22:48.159