The piece was originally commissioned by psycho-geographer/writer Iain Sinclair for his anthology London: City Of Disappearances (2006) and concerns his friend, fellow comics writer and cultist, Steve Moore
Particularly notable was Lucky Strikes weight loss ad campaign featuring Amelia Earhart that included the tagline, For a slender figurereach for a lucky instead of a sweet. However, the candy industry received such campaigns personally, thus spurring a PR war among the two
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