Us Tareyton smokers would rather fight than switch!

The protagonist, usually showing only their side profile to the camera, would say "Us Tareyton smokers would rather fight than switch!".

Then viewers would see the whole face, with the black eye implying willingness to fight for what they believed in, whether it was a tough decision or their choice to smoke Tareyton cigarettes.

In the new advertisements, men and women appeared with "white eyes", and the slogan was adjusted to "Us Tareyton smokers would rather light than fight!"

[citation needed] The then-fresh slogan was adopted by supporters of Barry Goldwater during the 1964 campaign for the presidency.

"Goldwater Girls" (mostly adult women) were seen at Scranton events wearing bandages and sporting signs saying "We'd rather fight than switch!".

when Marty Allen tires of Zoltan Schubach's (Theo Marcuse) threat on closed-circuit television and changes the channel to one featuring a cowboy representing the Marlboro Man turning to the camera with a black right eye and saying "I'd rather switch than fight."

The June 1964 Mad magazine parodied the slogan by twisting it into "Us Cigarette-Makers will fight rather than quit!"

[11] Thomas "TNT" Todd, a civil rights activist, parodied the slogan to make a point regarding the Vietnam War in a 1967 speech.

A Tareyton magazine advertisement from 1965. In the famous campaign, people from all walks of life showed off black eyes to demonstrate their willingness to "fight" instead of "switch" from the Tareyton brand.
A Tareyton magazine advertisement from 1980. The new Light version showed the models wearing white makeup instead of black.