. >> it is a moment that helps launch fictional ad whiz don dramer on amc's "mad men." >> we can say whatever we want. how do you make your insect? >> we plant tobacco seeds in the north carolina sunshine, grow it, cut it, cure it, toast it. >> there you go. there you go. >> but everybody else's tobacco is toasted. >> no, everybody's tobacco is poisonous. lucky strikes is toasted. >> in fact, that was an tullochky strike slogan. in real life. but evidence of harm became overwhelming. on january 11th, 1964, dr. luther terry issued the very first surgeon general's report. >> the strongest relationship between smoking -- cigarette smoking and health in the field of lung cancer. there is a very strong relationship and probably a causal relationship between heart disease and cigarette smoking. >> a strong relationship. just how strong? he reported a 70% increase in mortality for smokers. heavy smokers at least 20 times more likely to develop lung cancer than nonsmokers. >> the surgeon general's report was the beginning of changes in public attitudes in smoking, which began to lay the foun