The firm infused the same rebellious themes into nearly all of its work. Wells herself instructed the staff to come up with ideas this way: “Consider what you can't do, then do it.” Indeed, doing it the unconventional way became reflexive. When, for instance, Philip Morris gave them the account for Benson & Hedges—an old British brand whose main distinction was its length (100 mm)—Wells came up with a strange set of advertisements that focused on the disadvantages of a longer cigarette—being caught in doors, under car hoods, and so on, with the tagline “Benson & Hedges 100's must taste pretty good; look what people put up with to smoke them.”

Tim Wu, The Attention Merchants, loc. 589