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American history. >> nearly every state has signed on, agreeing to drop their lawsuits for the certainty of a settlement. ♪ >> ironically, some of this money, it went after the very companies that were paying it, funding a new antismoking campaign that would fight advertising with advertising. >> if youre trying to persuade someone not to do something, you should use techniques that have been successful in persuading them to do something. >> my name is ari murkin. i was a creative director on ...

Lawsuits for the certainty of a settlement. ♪ >> ironically, some of this money, it went after the very companies that were paying it, funding a new antismoking campaign that would fight advertising with advertising. >> if youre trying to persuade someone not to do something, you should use techniques that have been successful in persuading them to do something. >> my name is ari murkin. i was a creative director on the truth campaign. >> ari and his team faced a major uphill battle. >> camel ...

>> nearly every state has signed on, agreeing to drop their lawsuits for the certainty of a settlement. ♪ >> ironically, some of this money, it went after the very companies that were paying it, funding a new antismoking campaign that would fight advertising with advertising. >> if youre trying to persuade someone not to do something, you should use techniques that have been successful in persuading them to do something. >> my name is ari murkin. i was a creative director on the truth campaign...