Us Tareyton smokers would rather fight than switch!

"Us Tareyton smokers would rather fight than switch!" is the enduring slogan that appeared in magazine, newspaper, and television advertisements for Tareyton cigarettes from 1963 until 1981. It was the American Tobacco Company's most visible ad campaign in the 1960s and 1970s.

The slogan was created by James Jordan of the BBDO advertising agency. The first print advertisement appeared in Life magazine on October 11, 1963. The advertisements would appear solely in print between 1963 and 1966. In 1966, the first television advertisements with the slogan aired.

The target of the campaign was to create a sense of loyalty amongst Tareyton smokers. That led to the "rather fight than switch" campaign, in which the makeup the models wore made it seem as if they were sporting black eyes, presumably earned in battles with smokers of other cigarettes.

Each commercial would begin in a predictable manner; the protagonist would do something that would be considered defiant (in one commercial, an old woman rocked sternly in her chair on her porch, while the rest of her development was being razed to make room for a condominium). In each commercial, the protagonist would say "Us Tareyton smokers would rather fight than switch!", usually only showing their side profile to the camera. After uttering the slogan, viewers would see the smoker's face, which had a noticeable "black eye" (in reality makeup), proving their willingness to fight for what they believed in, whether it be their tough decision of the day, or their choice to smoke Tareyton cigarettes. In the aforementioned example, the old woman's fighting spirit won out, and her house remained where it was, although the condominium was built alarmingly close to her property. Her son came to visit her, and it was revealed that he was a Tareyton smoker as well — he also had a black eye.

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