At the beggining of the video a men called peter drop an idea for a propaganda, in which his slogan is basically saying that although the cigarretes are dangerous, you will die anyway, so why stop smoking. Th idea is rejected becuase it colud harm the tobacco industry.
There is a second idea from Don, in which he talks about the cigarretes from lucky strike are different from the others, because it's TOASTED, saying their cigarretes are healthier than the others companies, although their cigarretes are toasted, but it's never said. The idea is accepted just beacuse the vested interest from the men of the tobacco company is to show their cigarretes are best than the others, and to sell them