cally different from her 1958 counterpart, and the folks at Leo
Burnett Advertising sensed the need to market Philip Morris's
new, longer, slimmer cigarette to a younger, more hip and distinct-
ly female demographic. Both the print and television ads pitted
men against women and reinforced the new wave of feminism that
claimed "You've come a long way, Baby" as a motto for more than
a woman's choice of cigarettes.