The ad from 1980 again seems innocuous. It sports a young woman wearing a lumberjack type check jacket. On her sweatshirt or jersey one can determine a face, most likely that of an overweight, middle-aged, male. He is looking downwards toward the young womans stomach and genital area. The caption is 'Light my Lucky'. Take into account that there would seem to be 'lettering' on the right cuff of her jacket and again directly underneath the cuff and the caption appears to be a double entendre. These are not very distinct on this reduced illustration and are more likely to be evident on the original ad. Note also the texturing of the rocks at the bottom of the ad alongside the cigarette pack. The allow plenty of scope to construction of the letters S and X once such a topic 'enters ones mind' .