"Winston tastes good like a cigarette should" is an advertising slogan that appeared in newspaper, magazine, radio, and television advertisements for Winston cigarettes, manufactured by R. J. Reynolds Tobacco Company. Reynolds used the slogan from Winston's introduction in 1954 until 1972. It is one of the best-known American tobacco advertising campaigns. In 1999, Advertising Age included the "Winston tastes good like a cigarette should" jingle in its list of the 10 best radio and television jingles in the United States during the 20th century. The advertising agency William Esty Co. deliberately, and ungrammatically, used "like" rather than "as" in the slogan and jingle. The Esty executives Wendell Adams and Arline Lunny were in charge of the overall campaign. Lunny produced and directed most of the campaign's content during its early years. Although Adams was a classically trained musician, Margaret Johnson (a singer, pianist, and model) ghost wrote the jingle; Johnson and her husband, Travis Johnson, recorded it with their group, the Song Spinners. The slogan was included in the 1988 edition of Simpson's Contemporary Quotations. In a departure for the time, the advertising campaign targeted distinct niche groups within the broader market of smokers, such as American Jews and African Americans. Beginnings Bowman Gray Jr., who later became the president of R. J. Reynolds Tobacco Company, was in charge of marketing Winstons, which were a new addition to the R.J. Reynolds line in 1954. Gray listened to advertising employees from the William Esty Co., and the slogan "Winston tastes good like a cigarette ought to" was considered, then replaced by the more succinct "Winston tastes good like a cigarette should." The first print ad appeared in the Pittsburgh Post-Gazette in September 1954, with an ad in Life following the next month. In 1955, Winston would take over as the sponsor of Walter Cronkite's news show, as well as Garry Moore's variety show; it was at this time that the first television advertisements aired. Radio and television In the radio and television advertisements, the slogan is presented in a singsong fashion with a noticeable two-beat clap near the end, so the jingle would sound like Win-ston tastes good like a (clap clap) cigarette should. The "clap" noise was sometimes substituted for actors in the commercials knocking twice against a truck carrying Winston cigarettes, or an actor flicking his lighter twice to the same conceit. Winston cigarettes were sponsors of popular television