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Us Tareyton smokers would rather light than fight!

I am sure that “Us Tareyton smokers would rather light than fight!” is a clever pun that I just don’t understand. OK I get it is a reference to the lights branding, but what else does it mean? Does it refer to how easy they are to smoke? Does it refer to you fighting for your right to smoke? Fighting emphysema?

I need to know!

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The Retroist

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