I picked up a very forgettable newspaper in Florida and studied one of their very unusal ads. It was a full page so I figured it was important.

The subject matter was "chewing tobacco" - the Company in question was R.J. Reynolds and I'm guessing the sponsor was an organization called BREAK FREE. The copy made no sense to me -
"I Did" Beats "I Will Anyday"

There was one noteworthy announcement that said it all - "Warning, This Product May Cause Mouth Cancer".

Maybe it's just me, but any product that "May Cause Mouth Cancer" is a product that I would undoubtedly avoid. More to the point, what kind of morons purchase something that May Cause Mouth Cancer? I can hear it now..."I bought this product and I love it. And remember, it says that it May Cause, not Will Cause. And even if I get Mouth Cancer, it's definitely fixable."

R.J. Reynolds is a big company that must know what they are doing, and frankly speaking, they are distributing a product that May Cause Mouth Cancer. How is such a thing possible? My guess is they sleep at night because Mouth Cancer just May be fixable.