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After going 212 m.p.h., he's not about to smoke a boring cigarette.

[[image - color photo of Formula One car]]

[[image - color photo of two packs of Viceroy cigarettes]]

[[image - color photo of man with a cigarette in his mouth]]

King Size.
Long size.

Viceroy has full-bodied flavor that doesn't flatten out.
Always rich...always smooth...always exciting.
Get a taste of Viceroy.  Get a taste of excitement.

Viceroy.  Where excitement is now a taste.

[[image - color photo of Viceroy cigarette pack]]
New Viceroy Extra Milds.
Now get a taste of excitement in a lowered tar cigarette.  
13 mg tar.

[[box]] Warning:  The Surgeon General Has Determined That Cigarette Smoking Is Dangerous to Your Health. [[/box]] 

Extra Milds, 12 mg. "tar," 0.9 mg nicotine; Kings, 16 mg "tar," 1.1 mg nicotine; Longs, 17 mg. "tar," 1.2 mg. nicotine, av. per cigarette, FTC Report Mar. '74