 In 1955, Winston would take over as the sponsor of Walter Cronkite's news show, as well as Garry Moore's variety show; it was at this time that the first television advertisements aired.In the radio and television advertisements, the slogan is presented in a singsong fashion with a noticeable two-beat clap near the end, so the jingle would sound like "Win-ston tastes good like a (clap clap) cigarette should".The "clap" noise was sometimes substituted for actors in the commercials knocking twice against a truck carrying Winston cigarettes, or an actor flicking his lighter twice to the same conceit.