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He then realized how menthol's popularity with the Black community came from decades of racially targeted marketing, including ads (such as the Kent Menthol ad shown above) depicting Black models in Black magazines like Ebony, and cultural events in Black neighborhoods like the KOOL Jazz festival, sponsored by the menthol brand

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With a filmography spanning decades, his work has garnered critical acclaim and a devoted following

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[8] The directors were given free rein with the adverts and the directorial style of each can clearly be distinguished in their respective shorts