Back when cigarette ads flooded the airwaves, this goodie appeared on television.

We’re introduced to a cheering crowd as what appears to be a matador collects a chewed at off the ground thrown at him by a spectator. Why on earth has this man eaten his hat? Because Lucky Strike has produced a filtered cigarette with an excellent taste. A disgusted / annoyed / or pleased matador tosses his hat back while our pearly toothed, hat-eating friend appears content, takes another drag of his “L.S./M.F.T”.

I’ll never understand why cigarettes are touted for their deliciousness, but this is a common theme in old cigarette ads.