Well, of course the general idea was dreamed up by the advertising agency and so my job was to realize that. And we down to Lubbock, Texas, usually and onto a ranch and we would pick cowboys who looked the part and photograph them under dramatic situations - rounding up wild horses or running through streams and then reaching in and taking a drag on a cigarette.

I rationalize out, well, how much help could you really be, you know? And maybe if people saw this, they'd realize the brutality of war and figure out there's got to be some better way than killing human beings who are just trying to farm a field.

My mother let me know that we're all connected. If some of us become more affluent it's not because we're better or even smarter people - we have a responsibility to ourselves to be a good boy.

Well, there is a contradiction in a sense. If you're making commercials which sell products which are unhealthy or which are unnecessary, I think that you are part of a system - I am part of a system which encourages people to buy things and do things which are not to their best interest. And to that extent you could say it was contradictory.

Well, of course the general idea was dreamed up by the advertising agency and so my job was to realize that. And we down to Lubbock, Texas, usually and onto a ranch and we would pick cowboys who looked the part and photograph them under dramatic situations - rounding up wild horses or running through streams and then reaching in and taking a drag on a cigarette.

We, as film-makers, are privileged. We can make people cry or laugh. We can make them think and feel. It is a great privilege and a great responsibility.

I felt that that experience, because of the responsible nature that I found I acted all during that traumatic time, that I felt that I was a man.