Copywriters are responsible for coining catchy advertising slogans. The memorable "Us Tareyton smokers would rather fight than switch" was the creation of James Jordan. Mr. Jordan was a copywriter with the BBD&O advertising agency, and he is regarded as one of advertising's greatest sloganeers. The combative Tareyton Cigarette ads pictured models with a black eye. The American Tobacco Company introduced a 'light' version of their popular Tareyton in 1976. Models now had a white eye, and the slogan was altered to "Us Tareyton smokers would rather light than fight!"