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The chorus Ah, my James/They didnt have to do this has led some to assume its about the Battle of Culloden, with James a reference to James Francis Edward Stuart, the son of deposed King James VII and II of England, Scotland and Ireland

Pull out the smoke-saturated air filter and throw it away and insert your fresh one

He is enjoying a cigarette

Consumers are meant to infer that they somehow benefit from the lack of additives, though a warning box clarifies that No additives in our tobacco does NOT mean a safer cigarette. In Winstons case, smoking 100% tobacco is meant to make the smoker feel more hardcore or serious a true smoker No Bull. Other Winston ads from the late 90s render Winstons as a Real Cigarette, presumably as opposed to a sissy cigarette, and some use the simple slogan, Straight up a slang term connoting both honest, straight-talk and something that isnt watered down (as in an alcoholic beverage with no ice)